Brand building: How to lean into what makes you different

In a world saturated with brands vying for attention, it’s easy to fall into the trap of trying to please everyone. But here’s the truth: the brands that truly stand out are the ones that lean into what makes them different. It’s not about blending in with the crowd or following the latest trends; it’s about owning your unique qualities and making them the cornerstone of your brand identity.

Why differentiation matters

Differentiation is the lifeblood of strong brand-building. In a marketplace where consumers are bombarded with options, being different isn’t just an advantage—it’s a necessity. 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.

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.

Discovering what makes you different

Before you can lean into what makes you different, you need to identify what that is. This requires a deep understanding of your brand, your audience, and the market you operate in. Start by asking yourself:

1. What are our core values? Your values are a reflection of what your brand stands for. Are you committed to sustainability, innovation, customer-centricity? Whatever they are, these values should be front and centre in your branding.
2. What unique benefits do we offer? Consider what makes your product or service different from others in your industry. Is it the quality of your materials, the level of personalisation you offer, or perhaps the experience you create for customers? These are the things that set you apart.
3. What’s our brand story? Every brand has a story—how you started, the challenges you’ve overcome, the mission you’re on. This narrative is a powerful tool for differentiation because it’s uniquely yours.
4. Who are our customers, and what do they value? Understanding your audience is key. What do they care about? What are their pain points? How can your brand address these in a way that no one else can?

Leaning in

Once you’ve identified what makes you different, it’s time to weave those elements into the fabric of your brand. Here’s how:

1. Boldly communicate your values
   • Your values aren’t just something to list on your website—they should permeate every aspect of your brand. From your messaging and visual identity to the way you interact with customers, your values should be evident. Don’t be afraid to take a stand on the issues that matter to you and your audience. This not only differentiates you but also builds trust and loyalty.
2. Tell your unique story
   • Your brand story is one of your most powerful tools for differentiation. Share it widely and consistently. Whether it’s through your website, social media, or marketing campaigns, let your audience in on the journey that’s made you who you are today. A compelling story can turn a casual visitor into a lifelong fan.
3. Design with difference in mind
   • Your visual identity—logo, colours, typography—should reflect what makes you unique. Avoid generic design choices that could belong to any brand. Instead, opt for a visual style that’s unmistakably yours. This is your chance to create a visual language that speaks directly to your audience and sets you apart from competitors.
4. Innovate fearlessly
   • Don’t shy away from doing things differently. Whether it’s in your product development, customer service, or marketing strategies, embrace innovation. Your willingness to break the mould is often what will make you memorable. The brands that stand out are those that aren’t afraid to take risks and redefine what’s possible in their industry.
5. Engage authentically with your audience
   • In today’s digital world, consumers crave authenticity. They want to engage with brands that are real, relatable, and true to themselves. Make sure your communications—whether on social media, in emails, or face-to-face—are genuine and reflect your brand’s unique voice. This creates a deeper connection with your audience and reinforces your brand’s distinct identity.

Examples of brands owning their difference

Let’s look at a few contemporary brands that have successfully leaned into what makes them different:

1. A24

• Differentiator: Indie film studio with a cult following
• Why it works: A24 has become synonymous with innovative, daring cinema. They’ve built a reputation for producing and distributing films that push boundaries and challenge mainstream conventions, appealing to cinephiles who crave something different.
• Branding: A24’s branding is minimalist and enigmatic, allowing their films to take centre stage. Their marketing strategies often involve creating viral, cult-like buzz around their releases, which helps to build anticipation and excitement among their dedicated fanbase.

2. Mailchimp

• Differentiator: Quirky, friendly email marketing software
• Why it works: Mailchimp stands out by making email marketing accessible, easy, and fun, especially for small businesses. Their playful branding and approachable user experience have made them a favourite among creative professionals.
• Branding reflection: Mailchimp’s visual identity is filled with bold colours, humorous illustrations, and a friendly tone of voice, which makes the brand feel more like a creative partner than just a software provider. This quirky approach differentiates them in a market often filled with dry, technical branding.

3. Gymshark

• Differentiator: Fitness apparel brand built on community and social media
• Why it works: Gymshark has emerged as a major player in the fitness apparel industry by leveraging social media and building a strong community around their brand. They focused on empowering athletes and fitness enthusiasts of all levels, creating a loyal customer base through influencer partnerships and a relatable brand message.
• Branding reflection: Gymshark’s branding is sleek, modern, and aspirational, designed to appeal to a younger, fitness-focused audience. Their use of social media influencers and brand ambassadors has helped create a strong sense of community, with the brand often being seen as more than just apparel—it’s a lifestyle. The minimalist design of their products and the motivational tone of their messaging resonate with a generation that values both performance and aesthetics.

4. IKEA

• Differentiator: Affordable, flat-pack furniture with Scandinavian design
• Why it works: IKEA revolutionised the furniture industry with its flat-pack model, which allows customers to transport and assemble furniture themselves, thus lowering costs. Their focus on functional, minimalist design has broad appeal.
• Branding reflection: IKEA’s branding is consistent and highly recognisable, from their iconic blue and yellow colours to their catalogue that feels more like a lifestyle magazine. Their in-store experience is designed to reflect their brand ethos of accessible, stylish living, which has made them a global leader.

5. Salesforce

• Differentiator: Comprehensive CRM with a strong ecosystem
• Why it works: Salesforce has set itself apart in the CRM space by creating not just a software tool, but an entire ecosystem that supports every aspect of customer relationship management, from sales and service to marketing and beyond.
• Branding reflection: Salesforce’s branding is built around the idea of customer success. Their cloud-based logo is simple and modern, reflecting their pioneering role in cloud computing. The “Trailblazer” motif used in their marketing materials reinforces their commitment to innovation and leadership, positioning Salesforce as a guiding force in the tech industry. Their use of inclusive and community-driven messaging further cements their brand as a leader focused on customer growth and success.

6. Glossier

• Differentiator: User-centric beauty brand with a focus on minimalism and community
• Why it works: Glossier disrupted the beauty industry by shifting the focus from traditional, highly curated beauty standards to a more natural, minimalist approach. By involving their community in product development and emphasising skincare over makeup, Glossier has created a brand that resonates deeply with consumers seeking authenticity and simplicity in their beauty routines.
• Branding reflection: Glossier’s branding is clean, minimalist, and immediately recognisable. Their simple, sans-serif logo and pastel colour palette create a fresh, modern aesthetic that stands out in the often overly elaborate beauty industry. Packaging is sleek and functional, reflecting the brand’s “less is more” philosophy. Glossier’s marketing strategy, heavily reliant on user-generated content and social media engagement, reinforces their community-driven approach. They feature real customers in their campaigns, promoting a diverse and inclusive beauty standard that empowers individuals to define beauty on their own terms. This emphasis on authenticity and connection has made Glossier not just a brand, but a movement, with a fiercely loyal customer base.

Wrapping up

Leaning into what makes you different is not just a strategy—it’s a necessity in today’s competitive market. When you embrace your unique qualities and make them the heart of your brand, you create something that’s not just another choice for consumers, but the only choice for those who resonate with what you stand for.

So, don’t be afraid to stand out. Celebrate your differences, tell your story, and watch as your brand becomes not just recognisable, but unforgettable. After all, in a sea of sameness, it’s the bold and the different that truly make waves.