First step is to be aware of your competitors, their proposition, their campaign mesaging, etc. I feel using some AI tools reduces the hassle of manual checking, like - Crayon - Automatically tracks competitor websites, social media, and customer reviews, alerting you to shifts in messaging or product launches. Semrush-Provides real-time competitor analytics, highlights content gaps, and gives strategic recommendations to strengthen differentiation. Owler Max - Uses AI to monitor competitor financial news, market shifts, and significant announcements, enabling you to pivot your messaging proactively. Brandwatch- Employs advanced sentiment analysis across social platforms, capturing real-time competitor mentions and audience reactions.

Define your target audience clearly. Use simple, direct language that addresses their needs. Highlight a unique selling point, such as quality or customer experience. Create strong, eye-catching content. Maintain consistency across all channels.

Add your personality into your messaging. Turn it up to 11 and then apologise to absolutely nobody. The more you are you, the more you will attract your own crowd. Look at me for example. I used to be really lonely. Now I’m in a WhatsApp group with upward of 6 friends. Authentic, unapologetic personality will help develop a brand.

In a crowded market, authentic storytelling builds an emotional connection, while a consistent brand voice across all channels reinforces our identity. Engaging with our audience and adapting to feedback keeps us relevant. Sharing real-life success stories has proven effective in boosting engagement countless times. I would love to explore how we can further refine our messaging to make a lasting impact.

Sometimes it’s beneficial to start at the beginning to redefine customer and potential customers’ needs and values, and to honestly assess your offerings and services to see not only what aligns with this but what May in fact be a true market opportunity. While executing in-depth primary (qualitative and quantitative) research may be an investment of both budget and time, if you’re really struggling to stand out, it’s well worth the effort. It may uncover that coveted “white space” opportunity you may not be aware of. In addition, the value of testing value proposition, brand platform, positioning, and messaging to your primary audience(s) is priceless before committing serious campaign budget, and resources.