Whatever you do, be different.
In a world where businesses compete for attention at every turn, one truth remains: the brands that truly stand out are the ones that dare to be different. It sounds simple, but when you’re in the thick of running a business, it can feel much harder to put into practice. What does “different” really mean for you — and how do you make sure it matters to the people you most want to reach?
Why Differentiation Matters
Differentiation is what sets your business apart from others in your market. It’s not about being loud or gimmicky — it’s about being clear and deliberate in what makes you unique.
Without differentiation, businesses risk blending in, becoming forgettable, and competing only on price or convenience. With it, you create recognition, loyalty, and value that goes deeper than the surface.
Differentiation vs. Distinctiveness
It’s worth making a distinction between these two often-confused concepts:
Differentiation is about what you stand for — the deeper reasons someone chooses you over another option. It’s tied to your positioning: the specific value, personality, and promise your brand delivers.
Distinctiveness is about how you show up — the recognizable visual and verbal signals (logos, colors, tone, imagery) that make your brand easy to spot in the crowd.
Both matter. A brand needs distinctiveness to be noticed, but without true differentiation behind it, recognition alone won’t hold attention for long.
Finding Your Own Point of Difference
So how do you uncover and articulate what sets your brand apart? Start by reflecting on these three areas:
What draws people back?
Is it the quality of your product, the experience you create, or something harder to put into words — like the atmosphere they can’t find anywhere else? That insight is often the heart of your difference.
Who are your people?
Think about your best customers — the ones who rave about you, come back often, and tell their friends. What do they value most, and how can your brand double down on delivering that?
Why did you start?
Was it to bring something new to your community, to share a craft, or to create experiences that feel special? That story is often your biggest differentiator.
The Takeaway
Whatever you do, don’t fall into the trap of trying to be everything to everyone. The most memorable and meaningful brands are the ones that confidently lean into their differences. Your job is to clarify what those are, then bring them to life with consistency and care.
Remember: different doesn’t have to mean radical. It just has to mean yours.
If this resonates, take a step back and ask yourself: what’s one way your brand could lean more confidently into being distinctly you this year?
Onwards & upwards,
Brooke