How To Make Your Brand Stand Out
As a brand designer, the most common problem I see is brands blending right in with their competition. Let’s chat about how you can audit your brand to find what makes you different from your competitors.
I mean it makes sense, right? If a certain aesthetic is working for everyone else, in theory it should also work for you. I’m here to share, it’s not that easy (sorryyyy).
Let me put it this way, if you want your brand to work for you (not against you) you're going to want to zig, while everyone else zags. When everyone within your industry looks exactly the same potential clients have a hard time specifically relating to you. A successful brand will have potential clients thinking of you first when they need your services.
Stick with me here because this is going to involve a little bit of work, but it's going to be so impactful and transformative. Here's what you're going to do.
The Brand Differentiation Audit
Understanding the gap between your brand and how it's perceived
While we want our businesses to be driven by our passion and clients needs, it is extremely valuable once in a while to take a look at what's happening in the market. This peer mirroring exercise will give you insight to see if your brand is distinct enough against your competitors
Step One
Look at 5 of your industry peers (competitors). Write down the first three words that come to mind. Don't overthink it. Just your gut reaction when you see their look, messaging and overall vibe. (I personally like doing this in Google Sheet or Excel.)
Step Two
Ask 3 people who know your business to do the same thing with your brand. What three words come to their mind?
Step Three
Now, compare the lists and right away you'll find out:
If you're blending in with your peers (the same words come up)
If there's a gap between how you think your brand comes across vs. how others perceive it
Which competitors are owning certain brand “territories” you might want to avoid or challenge
Ultimately, The goal of this audit is to is gain clarity on what specific action to take next - whether that's sharpening your unique positioning, fixing a perception problem, or doubling down on what's already working well.
A little kind note: pease don't let this exercise give you the wobbles or the dreaded comparison-itis.
I know that looking at our competitors can bring some funny feelings to the surface, however we can reframe those thoughts and feelings to really understand what we want, and begin looking for spaces to authentically make our own.
If you found this helpful, I invite you to subscribe to The Kind Exchange: a free newsletter, once a week where I share one business tip (just like this one) related to branding, marketing and design, that you can implement right away for a clearer, more strategic brand.
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If we haven’t met, my name is Shaylyn and I design people-first, intentional brands that resonate with your people.
Through clever brand strategy, and the perfect combination of beautiful, yet meaningful design, I’ll make your ideal clients instantly feel like you’re a match made in heaven.
If you want to stay connected you can:
Download my build your brand freebie so your brand doesn’t just look good, but works.
Read more of my blog for free branding insights and tips
Check out my services for all the awesome ways we can work together on your brand or website (I promise to be the most fun expense you submit to your accountant)
Download my pricing guide for more of an in-depth look at my process, get a feel for what working together looks like, and love letters from my past clients.
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