How To Create A Distinct Identity In A Crowded Market


According to Statista data, there are over 330 million companies in the world today. Chances are that many of these businesses have products or services that overlap with yours, and like you, they, too, are looking to sell. 

To stave off the competition and ensure you're the first to get to the customer, you need to stand out from the crowd. And what better way to do this than by crafting a distinct identity?

If you've been looking for ways to do this, you're in luck. Consider this your guide to giving your brand an identity that helps it stand out from the crowd.

1. Find your niche and amplify it

‘No niche is too small if it’s yours.’ These are the words of the marketing guru, Seth Godin.

The point is, make sure you don't end up being too general in a space that's crowded. You've got to find that special something that makes you unique and double down on it.


Say, you're a clothing brand. Going general, like baby clothes or outdoor apparel, is something that's already been explored before. But imagine if you decided to cater specifically to urban hikers and nature lovers in your city?

You may be thinking: but the sample is too small. Yes, it is. But by laser-focusing on that niche, you can build a fiercely loyal following that feels seen and understood in a way that big generic brands could never achieve. Just like that, you become their go-to business for their hiking needs.

2. Craft a compelling brand story

Data shows that customers are inclined to remember stories 22 times more than a list of facts. This makes them an invaluable tool to leverage when building your brand. 

Say, you're in the skincare business. Your story could be around the struggle so many people face when looking for products that work for their specific skin issues. You can also dwell on the frustrations with being marketed unrealistic ideals of perfection.

Your brand's journey then becomes one of developing effective, no-nonsense solutions based on real people's needs. You could also focus on building their confidence from the inside out through your offerings.

Or maybe you're a productivity app startup. You could share the relatable pain points of feeling overwhelmed, distracted, and like there's never enough time in the day to get it all done. Your brand's mission is then to be that supporting partner that helps busy people regain control, focus, and peace of mind.

A B2B marketplace can help maximize this chapter in your brand journey through services that perfectly match your business needs. Such platforms can help you elevate your narrative and connect with precisely the right audience to amplify your message.

3. Develop a distinctive brand voice

Every brand has a personality. Your brand voice is essentially its personality made verbal. It's the tone, wordsmith, and even figurative accent that you use to communicate across all platforms – website, social media, advertising, packaging, you name it.

If your company has a rather casual flair to its name, you can go for a refreshingly casual, almost irreverent voice that makes your messaging fun to read. On your socials, you can consider using GIFs, memes, and asides that show off a silly, self-deprecating sense of humor uncommon in your industry.

crowded market

The point is don't be afraid to give your brand a unique voice and personality, even if it bucks convention. That's what will make you memorable in an endless feed of generic corporate-speak.

When your audience feels like they're engaging with a real person, you'll stand out in the best way. And just like people, brands with a strong, distinctive voice tend to be way more memorable.

4. Design a memorable logo and identity

McDonald's has one of the most recognizable logos in the world. Their visual identity is so strong that even kids can spot and identify it from miles away. That's not a fluke. It's a result of time and resources spent in crafting a perfect visual identity.

Luckily, these results aren’t a preserve of the high and mighty. You, too, can get the same if you do your logo the right way. Data shows that you've got 10 seconds or less to grab your audience's attention with your logo

So, to make one they'll remember for a long time coming, prioritize these practices:

  • Keep it simple. The most iconic logos use clean lines and basic shapes that are easy to recognize and recall. Think along the lines of Apple's apple or Nike's swoosh.

  • Use distinctive colors. Going for hues that stand out from the crowd can make your logo pop. Just be sure not to go overboard with the colors, and also ensure they match with your brand identity.

  • Consider meaning. The best logos are more than just pretty pictures. So, before you come up with one, make sure you've considered how it ties together with your brand story.

  • Stay consistent. Once you land on a great logo, apply it persistently across all platforms and branded items to reinforce recognition.

Don't underestimate the power of a great logo. Get one that speaks to your brand's essence and remains memorable to customers.

5. Leverage powerful visual content

It's the age of social media. You want your customers to share your brand's offering widely. That's why you should invest in visual content that invites them to like and share with their followers and friends.

Say you're a boutique camping gear company trying to showcase your ultralight tent on Instagram. A simple product shot on a white background isn't going to cut it. But an eye-catching video of that tent being easily pitched on an epic mountain landscape? That's going to stop thumbs in their tracks.

Behind-the-scenes videos

Visual platforms like Instagram and TikTok are perfect places to use creative videos, graphics, and photography to grab attention and get your story across in a flash.

6. Become a niche authority

Earlier, we discussed finding a niche and crushing it. One way to get this right is by focusing on becoming an authority in your field, not just a seller.

Say you're hoping to be the go-to brand for urban gardeners. In this case, you can't just sell seeds and planters. You need to immerse yourself in that community and understand their challenges and solutions.

You can consider sharing in-depth, hyper-relevant content that urban gardeners crave, like vertical gardening tips and advice for small spaces. Now, you’re a trusted authority that urban gardeners look to for products, too.

7. Build trust and community

Research shows that trusted companies regularly outperform their peers by as high as 400% in total market value. If you're looking for such success, make it a point to put your customers first. 

Let them know the ins and outs of your offering. Let them in on your business journeys. Be quick to respond to their complaints or criticism. In short, make them feel like they’re part of your business community, not cash cows.

Once you've earned their trust, make sure you keep it. Seventy-one percent of customers targeted in a survey said they wouldn't purchase from a brand if it violated their trust. So, don't go down that road. Treat your customers and their data the right way. 

8. Embrace distinctive marketing channels

You don't have to go all in on traditional marketing. Technology has brought forth other means to get out there for a fraction. So, how about producing entertaining, edgy videos that play into your brand persona? This could land you tons of free media attention that can grow your business on steroids.


If you're a local address, consider a locals-only marketing strategy that involves local hires and influencers. These folks can promote your business through their vlogs and blogs can do better than big national ad campaigns. It's way more authentic and connects directly with their target audience.

9. Stay consistent, be patient

It took Coca-Cola almost four decades since inception to become a household name. Harley-Davidson was founded in 1903, but only became an iconic American brand after the Second World War.

The point? It might take some time for your brand to reach the heights of its success, too. So, stay laser-focused on positioning yourself from the start. Consistently share great content and insights, go for marketing strategies that position you as an authority, and nurture your target audience.

Getting this right can help you build customer trust over time. This fiercely loyal community that has been a part of your journey can then become the buyers that propel you to business success.

In closing

You're right to note that the market is crowded. It has always been and probably always will be. But if you put the tips shared in this guide into practice, you'll very likely carve out a niche that'll put you at the front and center of success in that line.

Also, inviting experts in the marketing field to join you in your journey towards setting up a unique business can go a long way towards ensuring your success. So, get in touch today and put your business in line to achieve the triumph you've had in mind from the start.

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