Brand building: How to lean into what makes you different

Originally published August 2024, updated May 2025

Imagine a dinner party where everyone’s shouting over each other saying the same thing. 7 of them are pitching “innovative solutions”. 3 others are screaming “seamless integration”. No one’s listening. No one’s memorable. The salmon mousse is sweating.

Welcome to your average marketplace.

The brands that actually get remembered? They’re the ones who don’t try to be the loudest — just the most themselves. Clear in their position. Comfortable in their difference. Sharp enough to cut through.

If your brand could be swapped out with a competitor’s and no one would notice — you’ve got a problem. And the only fix is getting honest, sharp, and unmistakably you.

Because if your brand could belong to anyone, it means it belongs to no one. And that’s the fastest way to blend into oblivion.

This is your cue to stop blending in and start giving people a reason to remember you.

Why differentiation matters

Differentiation is the lifeblood of strong brand-building.

In oversaturated markets, customers don’t have time to decode what makes you better. You have to show them clearly — and quickly — why you’re different.

Differentiation:

• Helps customers remember you
• Justifies a premium
• Speeds up decision-making
• Builds loyalty beyond price

When your brand has a clear, distinct identity, it’s easier for people to remember, relate to, and choose you over the competition. But it’s not just about standing out for the sake of it; it’s about standing out in a way that’s authentic to who you are and what you offer.

According to research from the Ehrenberg-Bass Institute, brands that are more mentally available (i.e. easily noticed and remembered) grow faster and command more market share. That availability starts with being distinct.

Think about it: if your brand is just like every other brand in your industry, why should anyone choose you?

By leaning into your differences—whether that’s your company culture, your approach to customer service, or the unique benefits of your product—you create a brand that’s not just another option, but the only option for those who resonate with your values and offerings.

How to find what makes you different

Spoiler: it’s probably not your product features. The real stuff lies deeper. Start by asking:

1. What do you believe in that others don’t?

Your brand values shouldn’t be lifted from a LinkedIn carousel. They should be real, specific, and inform how you behave.

2. What’s your origin story — and why does it matter now?

What sparked the idea? What gap were you filling? If it still feels urgent, it’s probably still relevant.

3. Who do you exist for — and who don’t you?

Trying to appeal to everyone waters everything down. Define your audience clearly. Make trade-offs. It builds clarity and trust.

4. What’s your attitude to the problem you’re solving?

Are you optimistic? Subversive? Clinical? This shapes your tone and positioning more than you think.

5. How does your brand behave differently?

Think beyond messaging. Look at how you design, serve, sell, hire. That’s your brand, too.

Leaning in

Once you’ve found your edge, the real work begins: baking it into everything.

Here’s how:

1. Codify your brand positioning

Craft a sharp, resonant positioning statement. It should articulate:

• Who you’re for
• The problem you solve
• How you solve it uniquely
• The emotional outcome you enable

If it sounds like something your competitors could also say, it’s not done yet.

2. Define a tone of voice that actually sounds like you

Not just “friendly” or “professional.” Push further. Are you brutally honest? Cheerfully rebellious? Calm but uncompromising? Tone is how your difference feels. And it should show up everywhere.

3. Build a visual identity that’s unmistakably yours

No more safe sans-serifs and stock-photo smiles. Your visual system — from logo to layout to motion — should express who you are and signal what you believe.

4. Tell your story well — and often

Your brand story is a powerful shortcut to trust. Use it to build emotional connection and reinforce your ‘why.’ Feature it across your site, decks, socials, and onboarding.

5. Make bold, consistent creative decisions

Whether it’s ad copy, UX microcopy, or campaign art direction — the brave choices are often the memorable ones. Commit to your character.

Examples of brands that lean all the way in

Here are a few brands we admire for owning their difference — and using it to build something lasting:

A24

Indie film studio turned cultural tastemaker. They didn’t try to appeal to everyone. They embraced a mood: dark, artsy, emotionally charged. Their minimalist branding and word-of-mouth marketing reinforce the mystique.

Mailchimp

Email software that sounds like a cartoon character — on purpose. While others went corporate, Mailchimp leaned into quirk. Their tone is humorous, their design playful, and their positioning relentlessly small-business friendly.

Gymshark

Fitness brand built on community, not just kit. Instead of mimicking Nike or Adidas, they built a lifestyle brand from the ground up on social. Their distinct brand tone, design system, and loyal ambassador network do the talking.

Salesforce

B2B SaaS, but with mascots and trailblazers. In a category known for cold tech and corporate jargon, Salesforce injected warmth, storytelling, and a community-first brand strategy that made enterprise feel human.

Glossier

Minimalist beauty, built by its users. Where others shouted about perfection, Glossier whispered about reality. Their clean aesthetic and customer-led storytelling made them the anti-brand — and wildly successful.

Final word: safe brands don’t stand out

Your difference is your moat. But only if you’re bold enough to commit to it. Surface-level distinction isn’t enough. Dig deep, get specific, and let that difference inform everything — from your messaging to your product roadmap.

Because when it’s real, consistent and sharp, you don’t just stand out — you become the only choice that feels right.