What do you do if your brand is getting lost in a crowded market?

A lot of people talk about UVP or USP (Unique Selling Proposition), but I think that approach is highly overrated. So many people are competing for the same type of work (marketer, content strategy, FB ads, plumber, etc., etc.), I always recommend to my clients that they focus less on "unique-ness" and more on authority. What problems have they specifically solved and for which clients. For example, instead of this text: "Our uniquely holistic marketing approach takes a comprehensive view of the client landscape and delivers innovative solutions." Yuck! Instead, try something like, "We have helped more than 20 government agencies build detailed buyer personas so their campaigns are more targeted and more cost-effective."

If your brand is struggling to stand out in a crowded market, it's essential to differentiate and reinvigorate your brand identity. Start by reassessing your unique value proposition and ensuring it aligns with the current needs and preferences of your target audience. Enhance visibility through innovative marketing strategies like influencer partnerships, targeted advertising, and engaging social media campaigns. Consider refreshing your brand visuals and messaging to resonate more deeply with consumers. Focus on building a strong customer experience that fosters loyalty and word-of-mouth referrals, turning satisfied customers into brand ambassadors.

Something I found very useful is to develop a list of features and benefits that the customers deeply want. With this list, you then benchmark yourself against your competitors, as better, same, or worse. Armed with list, you can see what differentiates you from the crowd and develop a compelling value proposition. This must be done for every key customer segment, as they would differ in this. Additionally, you should conduct market research to substantiate the claims of better, same, and worse.

In corporate storytelling, brand consistency is akin to the recurring theme of a captivating novel. It's the thread that weaves together all elements of your brand's narrative, creating a coherent, memorable story that resonates with your audience. As a strategic narrative consultant, I've helped brands maintain consistency across all touchpoints and build trust while creating an authentic, engaging customer experience. When paired with a unique brand story, this authenticity can truly set a brand apart in a crowded market.

Always Product right strategy is proven important in this phase. When the market got crowded you get back to your strategy and select either the brand extension or the brand expansion plan based on a deep market analysis to be able to select exactly what’s required.