How to stand out from the competition in 3 simple steps
Because looking different isn’t enough. You need to create meaning.
The challenge every founder faces
One of the hardest parts of growing your business is figuring out how to make people choose you, especially in a crowded market full of the same style branding.
The truth is that it is almost impossible to launch something completely unique anymore. Even if you do, copycats appear fast (just look at how every platform borrows from another: Instagram added TikTok-style Reels, Snapchat filters, even a Twitter/X-style threads app).
So instead of chasing uniqueness, focus on differentiation. That’s what truly makes your brand memorable and magnetic.
What brand differentiation really means
Differentiation isn’t about being the only one. It’s about being the only one who stands for something specific.
It’s not about shouting louder. It’s actually about aligning your brand with an idea, quality, or experience your ideal customer deeply cares about, and showing them you deliver that better or differently than anyone else.
Step 1: Understand what your customer really wants
Most entrepreneurs start out trying to appeal to everyone. But if you’re talking to everyone, you’re resonating with no one.
Your goal is to get crystal clear on your ideal client’s:
✦ Needs: What problem are they actively trying to solve?
✦ Desires: What outcome or feeling are they chasing?
✦ Behaviours: Where do they look for solutions?
✦ Beliefs: What do they value most in a brand?
EXAMPLES:
Airbnb → travellers who want to feel like locals
Patagonia → adventurers who care about the planet
Walmart → families who want more for less
BRANDBEAM TIP:
If you don’t know your customer deeply enough, go straight to the source.
Run 5–10 quick discovery calls with potential or existing clients. Listen more than you talk.
Ask questions like:
✦ What makes you choose one brand over another?
✦ What frustrates you about your current options?
✦ What would make this experience feel easier or better for you?
Write down every phrase they use. Your next brand message might already be in their words.
Step 2: Map your competitive landscape
You can’t stand out if you don’t know what you’re standing next to.
Go beyond obvious competitors and explore every brand that solves your customer’s problem in any way.
Look for:
✦ Direct competitors: same product, same audience.
Example: Nike vs Asics for running shoes.
✦ Indirect competitors: same goal, different product.
Example: a juice bar vs coffee shop (both solving the “refreshment” need).
✦ Substitutes: different category, same desire.
Example: taking the bus instead of the train (different experience, same purpose).
BRANDBEAM TIP:
✦ Build a simple Google Sheet with:
✦ Brand name + offer
✦ Price point
✦ Target customer
✦ Strengths and weaknesses
✦ Customer sentiment (social proof, reviews)
✦ You’ll start spotting gaps and patterns quickly.
Step 3: Define your differentiators
Now it’s time to turn insights into strategy. Look at what your audience values most and where competitors fall short.
Ask yourself:
✦ What can we genuinely do better or differently than anyone else?
✦ What result do our clients want most — and how do we deliver it?
✦ What strengths do we have as a small, nimble brand that big players can’t replicate?
✦ Pick 1–3 differentiation points that you can consistently show up with.
BRANDBEAM TIP:
Your differentiators should connect to:
✦ What your customer wants most
✦ What you can deliver best
✦ What your competitors can’t easily copy
Your brand’s power lives in the intersection of these three things.
Bringing it all together
Standing out isn’t about reinventing the wheel. It’s about owning your lane and making it unmistakably yours.
At Brandbeam, we used this exact 3-step strategy to refine our own positioning. Once we were clear on what people truly wanted from us (and how we delivered it differently), every piece of marketing became easier and more confident because it all connected back to a single, strong foundation.
Use these same steps to define what sets you apart, and you’ll stop blending in and start building a brand people remember.
Ready to turn your brand positioning into a full system? Start with your free Brand Personality Quiz or apply for your Signature Brand Success Kit.
About Katie
Katie is the founder of Brandbeam, where she helps women founders move beyond DIY branding and build confident, client-attracting brands that feel as powerful as the work that they do.
With 12+ years of experience in global branding where she partnered with brands like BBC and Burberry, she’s passionate about turning big-brand strategy into practical tools for small business growth.
