from the journal

Dealing with Copycats

Design

How to Handle Copycats (Without Losing It)

Let’s be real — nothing hits like seeing your hard work appear on someone else’s feed.

Same colors. Same captions. Same layout.

Same everything.

And you’re sitting there like… “Wait. Did I design this… or did they?”

I used to get seriously annoyed. And honestly? I still roll my eyes now and then. For a while, I didn’t even talk about it. I thought maybe I was being too sensitive — or worse, overreacting. I mean, isn’t copying supposed to be a compliment?

But let’s be real: When someone copy-pastes your work without giving credit, it’s not inspiration — it’s theft. And it can be incredibly frustrating to see someone else benefit from the originality you poured your time, energy, and creativity into.

But here’s the truth:

If you’ve been copied, you’re not alone. It’s frustrating — but it also means your brand is working. So let’s break it down. Here’s how I’ve learned to spot it, deal with it, and stay focused on the bigger picture.

First, how do you know if you’re being copied?

Here are some signs someone’s taken a little more than “inspo” from your brand:

The layout of their Instagram posts looks exactly like yours
Their caption style, tone, or phrases feel way too familiar
They’re using similar product names or phrases from your website or guides
Their visual branding (color palette, icons, even your moodboard structure) looks like a clone
They repost your actual work… without credit 😅

Sometimes it’s subtle. Other times, it’s a straight-up copy-paste job.

Step 1: Document everything

Don’t panic, don’t post — yet. Start with screenshots. Note the dates. Save links. If you’re ever in a position where you need to reach out formally or send a legal notice, these will be helpful.

Pro tip: Use a folder labeled “Copycat Receipts.” It sounds dramatic. It’s also smart.

Step 2: Decide how you want to handle it

There’s no one right way — just what feels right for you.

Option A: Call it out (nicely or not-so-nicely)
If it’s someone you know, or a smaller brand that might’ve genuinely thought they were being “inspired,” a calm DM can work wonders.

You can say something like: “Hey! I noticed you’ve been using similar designs/captions from my brand. I’d really appreciate it if you could create your own direction moving forward.”

Here’s also a sample email you can use:

“Hi [Their Name],

I hope you’re doing well! I recently came across some of your [posts/designs/website materials] and noticed several similarities to my branding/content — from the [mention specific element briefly, like “caption structure” or “logo style”] to the overall voice and layout.

I completely understand that in creative spaces, it’s possible for people to draw inspiration from others — we all influence and learn from each other! But given the strong similarities, I just wanted to reach out directly to better understand where this is coming from.

I’ve spent a lot of time and energy building my brand from scratch — from the visuals to the tone of voice — so I do take this kind of thing seriously. I’d really appreciate it if you could take a closer look and ensure that your content reflects your own unique approach moving forward.

Thanks for taking the time to read this. Let me know your thoughts!

Best,
[Your Name / Your Brand Name]”

Option B: Let it go and level up
Sometimes, they’re not worth your energy. What you can do is take it as a sign that your brand is starting to lead — and leaders get copied. Instead of stressing, take that as fuel to re-innovate and stay ahead.

Step 3: Make your brand harder to copy

You can’t control what other people do — but you can build a brand that’s harder to duplicate. Here’s how:

1. Build a strong brand personality
It’s easy to copy colors or a layout. It’s much harder to fake a tone of voice that’s deeply rooted in strategy and personality. Invest in a clear brand voice, messaging pillars, and storytelling style that’s uniquely yours.

Example: If your brand tone is “sass meets strategy” or “chill but informative,” write like that across your emails, captions, and even packaging. It becomes a signature that’s tough to replicate.

2. Have a strategy behind the visuals
Templates are easy to replicate — but your strategy isn’t. Think: Why are you using these colors? Why that layout? Why that call to action? When your design choices are rooted in purpose, they’re more defensible — and more effective.

3. Stay evolving
The fastest way to stay ahead of copycats? Keep moving. They’re copying the last version of you — but you’re already working on what’s next. If you notice people copying your content structure or designs, consider refreshing your visuals, shifting your posting rhythm, or reworking how you deliver your offers.

Bonus: Educate your audience

Don’t be afraid to talk about this openly.

A lot of people don’t realize how common copying is — and when you share your story, it helps build transparency, awareness, and trust.

What I said on Instagram recently: “When people start copying you, it means your brand is standing out. It’s loud. It’s clear. It’s leading. Copycats will always try to follow — but they’ll never create what you have.”