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Caught in the crowd? Here’s your way out
Published 3 months ago • 4 min read
5 proven ways to differentiate yourself.
It has (almost) nothing to do with your product.
Devin Reed
Together with Demandbase.
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We met to get him up to speed, share the work I’ve been doing, and discuss the state of the marketing team. At the end, he asked what he should focus on.
But the question behind the question is:
How do we win?
This company is in a crowded market, with up-and-comers on one side and legacy giants on the other. Carving out a niche has been tougher than expected.
So here's my response to him — with some additional context for you.
We HAVE to differentiate ourselves outside of our product.
We can’t rely on the product alone.
Even if it is superior, buyers rarely notice or care enough to switch.
So, how do you stand out?
You connect through marketing.
Because even if our product is different from our competitors, most buyers will never see it.
So we need to carve out mindshare by being different.
Here’s why:
People crave different.
They’re tired of the old.
They want something new. Something different.
Give it to them, and they’ll remember you.
Do it right, and they’ll buy from you, too.
(Then stay with you for years because they don't just like your product, they like YOU.)
Here are 5 "levers" you can pull to differentiate yourself:
#1 - Your POV, which is what you believe
People connect with brands that share strong, authentic beliefs.
Want to change how someone acts?
Introduce new or remind them of existing belief systems.
That starts by sharing your beliefs.
Gong built its brand on the belief that data-driven decisions outperform opinions.
Shopify believes that anyone can start, run, and grow a business.
Slack believes that workplace communication doesn’t have to be boring or inefficient.
Take a stand on something that reflects your brand’s core values.
Strong beliefs create emotional connections and loyal followers.
#2 - Your content, which is what you say
Conversations earn attention and drive action.
You can
Start new conversations
Reframe current conversations
Add to existing conversations
(The first two are much more powerful than the third.)
Drift broke into the market by starting conversations about ‘conversational marketing’ when no one else was talking about it.
Don’t just create content—create movements.
Say what others aren’t, and be the voice that shifts the narrative in your industry.
#3 - Your tone, which is how you say it
Your tone creates your brand’s personality.
It shapes how people feel — and feel about you.
Your tone should reflect your brand’s core values and make your audience feel, not just think.
My tone is intentionally bold, direct, and conversational.
Wendy’s tone on X is witty, sarcastic, and dry.
Ryan Holiday’s tone is thoughtful, reflective, and calm.
There’s no “right” tone.
The only "wrong"tone is no tone.
My advice: Find your unique voice and stick to it.
It will attract new audience and keep your existing audience wanting more.
#4 - Your actions, which is what you do
Actions build credibility.
It’s easy to say things — but doing them is much more compelling. And memorable.
Do you publish a press release, or do you stage a protest at Dreamforce like ClickUp did?
ClickUp’s stunt grabbed attention by aligning their brand actions with their bold, disruptive messaging.
Your brand’s behaviors matter.
Back your marketing with bold actions that reflect your message.
It will catch people’s attention — and keep it — because it's consistent with your beliefs and previous actions.
(This is what it really means to be “on brand.”)
#5 Your design, which is what you look like
Sure, it includes your logo, colors, and brand guidelines.
But it's more than that.
Your brand’s visual identity reflects who you are.
Carta’s clean, buttoned-up design reflects both their high-end product and serious clientele.
Fletch PM's social posts are recongizable even if you’re scrolling LinkedIn at 90mph because it has a recognizable look.
When you see their content, you know what to expect.
That’s the power of great, branded design.
Invest in design that’s instantly recognizable and consistent across every touchpoint.
Your brand’s design speaks before your words do.
Make sure your visual identity reflects who you are and what your audience should expect from you.
TL,DR (Too long, Devin Reed)
In a crowded market, standing out isn’t about having the best product—it’s about showing up differently.
And being memorable as a result.
Beliefs, content, tone, actions, and design —they all combine to create a brand people remember.
Make your marketing do more than sell—make it unforgettable.
Holler at you next Saturday, Devin
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