Products Get Copied. Brands Don't.

One of the most important lessons I learned about branding came from my mum.

This is her in her shop in Harrow many years ago, probably around the age I am now. It was her first business venture in the UK, a small store selling everyday essentials to women in the local community.

I spent much of my childhood there. After school, I’d sit in the corner doing homework, helping count the day’s takings, and watching my mum build a business from the ground up.

Then something happened.

Another shop opened inside the same shopping centre and began copying almost everything she sold. They sourced similar products, created imitations where they couldn’t, and undercut her prices.

My sisters and I were furious.

“Mum, they’re copying you.”

Her response has stayed with me ever since:

“The people who know me will come back to me.”

And they did.

Because brand isn’t just what you sell. It’s what people feel about you. It’s the trust you’ve built, the relationships you’ve nurtured, and the reputation you’ve earned over time.

Products can be copied.
Prices can be undercut.
But genuine connection is much harder to replicate.

My mum went on to open her own standalone store in Stanmore and enjoyed many years of success.

It’s one of the reasons I champion small business owners so passionately. They are the real risk-takers. They back themselves, often without safety nets, and work tirelessly to serve their communities.

I love helping founders and SMB’s uncover what makes them distinctive, define their voice, and build brands that people choose even when there are cheaper alternatives. They’re the real heroes.