How impact driven brands can stand out in a crowded market

Did you know that we're exposed to anywhere between 6’000 and 10'000 marketing messages every day?

It’s mind boggling – literally – to the point that our brain doesn’t even pay attention to messages that aren’t relevant to us.

It's no secret that the market is incredibly crowded and noisy.

As a small brand looking to have a positive impact, it's simply?not?possible to compete head-to-head with bigger brands that have huge media budgets.

To stand out in a crowded market, we need to rethink the way we build and market our brands.

Let’s look at four strategies that will enable your brand to break through the clutter and make a positive impact in the world.

1. Get really clear on your brand purpose

Sure, ?????? may know why you launched your brand, but are you able to convey that in a clear, compelling and unique way?

Your brand purpose should aim to address one of the world’s biggest challenges in a way that is unique and ownable. This could be through a technology, a story, or a point of view that helps to evolve society.

To illustrate the point, let’s play a game.

Can you tell me which brands these purpose statements belong to?

a.??????? Creating a better tomorrow than today

b.??????? To inspire and nurture the human spirit

c.??????? Empowering to achieve more

Not sure? Hey, I wasn't either! ;-)

Here are the answers:

a.? Pepsi (I mean, really?)

b.??????? Starbucks (again, really?)

c.??????? Microsoft (better, but not ownable)

Let’s try again, this time with some better examples:

d.??????? Accelerating the world’s transition to sustainable energy

e.??????? We make beauty a source of confidence, not anxiety

f.??????????Freedom for the soul through a timeless pursuit of adventure

These ones belong to:

d.???????Tesla

e.??????? Dove

f.???????? Harley Davidson

Can you see how these statements are so much more unique and ownable to these brands??

If you want to stand out, the first crucial step is nailing a clear, compelling and unique brand purpose that aims to lead the industry to new possibilities (check out my website for a free guide to articulate a BIG brand purpose).

2. Focus on a client niche who shares your values and beliefs

?I know, I know. It’s so tempting to try to cater to everyone. Because why would you limit yourself? Especially when you’re just starting out, you’re willing to sell to anyone who’s interested.

Unfortunately, this strategy is your worst enemy.

You need to take the exact opposite approach: choose a niche audience and focus on delighting them.

NB. This doesn’t mean you don’t sell to those who are not in your niche if they want to buy from you!

What this means is that you design your offer and your communication only for your niche. And this requires knowing your ideal clients like they're your best friend!

Who are they? What lights them up? What's important to them?

The more specific you get, the more you will be be able to delight your ideal clients. And this is the key to building trust, loyalty and referrals.

When Lululemon, a premium active-wear sports brand, first launched, it targeted anyone interested in an active lifestyle. The market was crowded, and the brand struggled to break through. Its success came after a change in strategy to narrow its audience specifically to women interested in yoga and design and communicate only to them. The brand partnered with yoga instructors to develop the best products possible and created a sense of community by offering free yoga classes in its stores and organising outdoor events. Lululemon has since seen such success that it has been able to expand its offering, without forgetting what it is best known for: YOGA.

The key to choosing your ideal client niche is to find those who share your values and beliefs.

Harley Davidson enthusiasts often lead an adventurous lifestyle, with a strong passion for riding and exploring new places. They enjoy the freedom and thrill that comes with riding a motorcycle.

Apple focused on creative minds that want to be remembered for changing things. It left the business market to Microsoft and IBM and instead spoke directly to its niche in its iconic Think Different campaign: “here’s to the crazy ones, the misfits, the rebels, the troublemakers … the ones who see things differently.” ?

3. Be bold in your positioning by challenging the status quo

For smaller brands, positioning themselves in similar segments as brands that have bigger budgets and awareness is a non starter.??

The only way to truly break through is to be bold!

The good news is this: mass marketing targets a broad target audience. Everything is tested to ensure maximum adoption to appeal to the many which means these brands often dilute what they offer.

By having a bold brand positioning that is truly unique and different, you will stand out and attract the niche that shares your values and beliefs.

I love luxury watch brand iD Genève. Not only does it have a truly BIG brand purpose - to put luxury at the centre of the ecological transition by redefining the value of recycled materials – the brand also boldly challenges the status quo of its industry. We all know that luxury watches require luxury raw materials, precious metals and stones that require heavy extraction methods that impact biodiversity. iD Genève has chosen to redefine luxury by making its watches out of 100% recycled materials and proudly positioning itself as such.

4. Make your clients the heroes of your brand story

Your brand story is not just about the brand!

This is where many beautiful, purpose-driven brands fall short.

Singing your own praises will only get you so far.?Your clients don’t want to endlessly hear about all the amazing things your brand is doing. They want to know how they will make a difference by engaging with your brand.

Your brand story should show them how your brand is making them the hero.

This can be a simple reframe in how you bring your brand’s impact to life. One of the founders I was talking to recently asked me if I would want to know the level of CO2 reduction I was making by using her new fashion-related technology.

I shrugged my shoulders. Sure, why not? It’s a first step to showing me the difference I am making. But if you can tell me in terms I can understand by making it relevant to me, that would be so much more powerful.

Beauty Disrupted, a sustainable beauty brand that offers zero-plastic cleansing bars, clearly shares the impact its clients have by buying their products: each bar saves two plastic bottles from ending up in the ocean.

Another great example from a more unexpected brand is Hellmann’s mayonnaise. Hellmann’s has found a way to address one of the world’s biggest challenges, one that we all contribute to on a daily basis: food waste.

Hellmann’s partnered with top chefs from around the world, offering new recipes with leftovers so that we can all learn to be more conscious and waste less. They even went as far as offering free, personalised tutorials via what’s app. A chef would call you, look through the contents of your fridge and help you create a recipe with whatever was available.

Hellmann’s doesn’t claim to be sustainable, or even good for you (because, let’s face it, it's not!). But it has found a way to empower its clients and show them how they can make a difference.

The Recap

It’s no secret that the market is incredibly crowded and going head-to-head with bigger brands that have more money and more ressources is simply not an option for impact-driven brands to stand out.

Try these 4 strategies to break through the clutter and stand out instead:

1.?Get really clear on your brand purpose: is should be clear, compelling and unique to your brand.

2.?Focus on a client niche who shares your values and beliefs and get to know them like they’re your best friend so that your brand truly delights them.

3. Be bold in your positioning by challenging the status quo of your industry.

4.?Make your clients the heroes of your brand story by showing them how, by engaging with your brand, they can make a positive difference in the world.?

And finally, keep showing up and walking the talk. Impact is not about a one-hit wonder, but about winning the long-game. And that takes patience, resilience and above all, believing in yourself. But more on this in my next article! :-)

?? Need some help nailing your brand purpose, positioning and story to stand out in a crowded market? DM me "Build Your Brand For Positive Impact" to find out more about my new program designed for start-ups looking to make a positive difference in the world.