You Don't Stand Out: How to Build a Brand That Stands Apart in the Market

Most brands do not stand out. They sit among competitors that look the same. A business that copies its category gives customers no reason to choose it. If your company is one more version of what already exists, why should anyone care?

The brands that dare to be different take a position their category left open. Apple, Tesla, Airbnb, Old Spice, Harley-Davidson, and Skrewball Whiskey each did that in a different way. None of them only built a product. Each built a following around it.

Six brands that took an open position

Apple: made existing products simple to use

Other companies sold MP3 players and smartphones before Apple did. Apple made both simple to use. While competitors compared specs, Apple sold the experience of using the product. Its branding is clean, its messaging is plain, and its products feel intuitive. Apple stands out because it makes technology feel personal.

Tesla: electric cars sold as performance cars

Tesla built electric cars as performance cars and put sustainability at the center of the brand. It also sold directly to customers, while legacy automakers sold through dealers. Before Tesla, electric cars were mostly small commuter cars with short range. Tesla changed that picture with fast, stylish cars, and it presented itself as a revolution more than another car company.

Airbnb: a hotel alternative

Airbnb challenged the hospitality industry by offering homes in place of hotel rooms. It bet that travelers want local experiences more than a standard hotel stay. Reviews from both sides let strangers trust each other enough to rent a home. With a strong sense of community, Airbnb turned everyday homeowners into hospitality providers.

Old Spice: reinventing a legacy brand

Old Spice carried an image of grandfathers. Its humorous campaigns, such as "The Man Your Man Could Smell Like," gave the brand a younger voice. The ads were bold, funny, and unpredictable. They won attention and started conversations.

Harley-Davidson: selling a lifestyle

Harley-Davidson sells a way of life, and the motorcycle comes with it. The brand rests on the idea of the open road. Riders see themselves as members of a club, and owner events keep that identity alive. The brand reinforces it through storytelling, events, and community building, built around freedom and brotherhood.

Skrewball Whiskey: peanut butter whiskey

Steven Yeng and Brittany Merrill Yeng founded Skrewball Whiskey around one unusual pairing: whiskey and peanut butter. Skrewball built a distinct identity through its flavor and its branding, and it sells in a category where most labels look alike.

How to make your brand stand out

A brand that holds a position makes nine decisions, from purpose to identity. Each one gives your brand something to hold to. Here are the elements to work on.

1. Brand purpose: why do you exist?

Your brand purpose is the reason your company exists beyond making money. A purpose that fits in one sentence is easier to hold to. For years, Tesla's stated mission was "to accelerate the world's transition to sustainable energy." Airbnb's is to "create a world where anyone can belong anywhere." Each names a reason to exist beyond revenue. Make yours bold and meaningful.

2. Brand mission: what do you do?

Your mission statement explains what your company does and how it delivers on its purpose. A useful mission names an action and the people it serves. Nike's mission is to "bring inspiration and innovation to every athlete in the world." Keep yours clear and specific.

3. Brand vision: where are you going?

Your vision is about the future. What impact do you want your brand to have? A vision names a horizon, such as ten years out. IKEA's vision is "to create a better everyday life for the many people." Think big. Where do you want your brand to be in 5, 10, or 50 years?

4. Brand positioning: what makes you different?

Brand positioning is how you set yourself apart from competitors. Apple positions itself on design, and Tesla positions itself on performance. Positioning holds when a brand states one difference and keeps it. How do you want to be perceived? Name your unique value proposition and own it.

5. Brand values: what do you stand for?

Your values guide your decisions. Patagonia stands for environmental responsibility, so customers know a purchase supports that cause. Values earn trust when customers see a company act on them. Your values should match your audience's beliefs and show in your actions.

6. Brand personality: how do you show up?

If your brand were a person, how would that person act? Old Spice is quirky, and Rolex is formal. A personality works when it shows up the same way in every interaction. Fun and quirky like Old Spice, formal like Rolex, or friendly and approachable like Starbucks: pick one and let it show.

7. Brand voice: how do you speak?

Your brand voice is how you talk to customers. Wendy's account on X is known for a playful tone. IBM speaks in a formal voice. A voice that changes by channel reads as two brands. Keep your voice the same across every platform and every piece of marketing.

8. Brand storytelling: what's your narrative?

TOMS built its early story around giving a pair of shoes for each pair sold. Your brand story works best when it names the problem your business set out to fix. Why did you start your business, and what problem are you solving? Tell that story in a way your audience can relate to.

9. Brand identity: what do you look like?

Your brand identity includes your logo, colors, and typography. Coca-Cola's red and white is recognizable without the name on the can. Apple's minimalist look matches its brand values. Visuals that match your brand personality read the same on a website and on packaging. Keep it consistent from your website to social media.

What the six brands share

A brand that blends in loses to a brand that takes a position. Each of the six brands took a position its category had left open, and each kept to it. Brands that take risks, stand for something, and give customers an experience they cannot ignore are the ones that win. That takes bold storytelling and a distinct personality.

Purpose, positioning, story, and identity each come back to the same question: what does your brand stand for that no competitor does?

Our brand development work starts with that question. Book a meeting to work through it for your brand.