How to make your brand unique through content (even if there are lots of companies like yours out there)

So, you want to start a chocolate company.


Or a coffee shop. Or a clothing brand. Yay! Congratula…tions? Uh oh. There’s doubt on your face. Worry in your eyes. You’re not 100% committed to this, because a voice in your head is telling you: “Why bother setting up a business – even if you feel really passionate about the product – when there are so many others like yours out there? Won’t you just get lost in the crowd?”


The short answer is: nope.


Not if you take your company’s character into account, that is. 

See, there’s a difference between selling something similar and seeming similar to another business. And – spoiler alert – it’s all to do with your brand’s personality. While a kickass product is, of course, vital to your success, so is the way that you present yourself to the world. If you invest enough into your company’s content, you’re sure to be seen as the special snowflake that you are.

So, without further ado, here are three ways that you can get started establishing yourself from your competitors.


1. The stories you tell… and how you tell them


Your brand’s blog, newsletters and social media feeds are all wonderful platforms on which you can show off your uniqueness, sharing bespoke content that signifies what you’re all about. The same goes for your “behind the scenes” content – the stories that reveal why you started your brand, why you think your product is different from the others and the reason(s) that you have the ethos that you do.

This content is bound to make you seem like one-of-a-kind, as it’ll come from your heart and reflect your character. Better yet: even if, somehow, you do end up sharing the “same” content (for instance, the same recipe on your blog feeds), yours will still appear different, as it’ll be written in your brand’s tone of voice. 

The moral? No matter what you’re sharing or how you’re sharing them, your brand’s stories are a foolproof way to show off your original style: whether it’s through the content of the stories themselves or the way you’ve told them. (Or the way that we’ve told them for you, if you need a little help with writing stuff.)

Example: Snact and Real Handful are both healthy snacking brands, but due to their different ethos’ and approach to content, you’d be hard-pressed to confuse the two. While the former is focused on sustainability and recycling, the latter’s mission is to make healthy eating fun. Similarly, while the former often shares informative content revolving around green news, the latter prefers publishing recipes and foodie features on their blog. Two similar brands… two very different stories and, therefore, identities.


2. The way that you look


We don’t mean to state the obvious, but having a bespoke “look” for your brand can speak volumes for your personality, and really help you to attract the audience you’re hankering after. It can also make or break interest in – and how memorable people find – your business. According to Xerox, using colour can boost your brand recognition by 80%, while Buffer says that people are forty times more likely to share your content if it comes with a visual. (Ooft.)

Investing in your company’s design is a double-whammy, then: it’ll both help people to recognise you and – if they connect with you – incentivise them to spread the word.

Example: While The Happy Egg Company and Clarence Court Eggs both sell eggs (surprisingly), it’s immediately obvious that they’re very different brands, just from the way that they look. The Happy Egg Company – with its bright yellow hues, adorable mascot and scribbly typeface – come across as warm and friendly. Clarence Court Eggs, alternatively, have a “cleaner” look, using lifestyle photography and classic fonts for a more formal vibe. How do you like your eggs in the morning?


3. How you engage with other people


Imagine a cliche friendship group. Everybody brings something different to the table, right? There’s “the funny one”. The one with all the brains. The sporty one. The posh one. (Okay, I’m just naming Spice Girls members now.)

Now, imagine that you and your competitors are the same such cliche friendship group. While all of you have similar hearts, the way in which you engage with your shared audience is totally different. This is due to how you speak (thanks to your trusty tone of voice) and your chosen methods of interacting. Some brands host plenty of competitions, for example, while others will focus more on user-generated content. Others, like Innocent Drinks, might craft relatable, whimsical tweets with serious share factor. Each of these “engagement methods” will your unique brand character, setting you apart from the others in your group. Shine on. 

Example: We’ve already mentioned them, but Innocent Drinks are a brilliant example of a brand that’s made themselves stand out through the way they engage online. Their tweets are poetry, their interactions fun and their relationship with their audience focused on laughs as opposed to product pushing. Similar smoothie seller Naked Juice, however, is geared more towards establishing faith in their wares, using social media to answer their customers’ questions and engage with prolific influencers. Chalk and cheese – but both very successful companies.


Ready to stand out above the crowd (even if you’ve got to shout out loud)? Get in touch with us today.

Posted By

Laura Demaude