Introduction
Standing out in a crowded market isn’t just about being different—it’s about being the only choice.
In this episode of The Disruptor, I walk you through the exact strategies to position your brand so powerfully that your audience stops considering anyone else. I’m sharing everything from creating a memorable brand identity to building emotional connections that keep customers coming back.
If you’re ready to stop blending in and start becoming unforgettable, this guide is for you.
1. What It Means to Be “The Only Choice”
Being the only choice means your audience isn’t weighing their options—they’re coming straight to you. It’s not about hype or trickery. It’s about:
- Trust: They believe you’re the expert.
- Connection: Your brand speaks directly to their values.
- Alignment: What you offer feels so uniquely “them” that choosing anyone else feels wrong.
Key Thought: You don’t need to be everything for everyone. You just need to be the only choice for your people.
2. Unique Positioning: Carve Out Your Space
To stand out, you need to answer this question: What makes me different?
- Is it your approach? (A unique way of working or delivering results.)
- Is it your audience? (A hyper-focused niche you serve better than anyone.)
- Is it your voice or experience? (How you communicate your value.)
Example: Apple didn’t position themselves as “faster computers.” They became the brand for creatives, innovators, and big thinkers. They aligned their products with the values of the people they serve.
Action Step:
Write down 3–5 things that make your brand unique. Remember, it doesn’t have to be groundbreaking—it just has to resonate deeply with your audience.
3. Build a Memorable Brand Identity
A memorable brand identity goes far beyond logos and color palettes. It’s about the feeling people get when they interact with you.
Think of Coca-Cola:
- Their visuals evoke happiness, togetherness, and nostalgia.
- Their branding is so strong that a simple red-and-white label brings positive memories to mind.
Your identity should create emotional connections. Ask yourself:
- How do I want people to feel when they engage with my brand? Inspired, calm, energized?
- What experience am I creating for them at every touchpoint?
Pro Tip: Your brand identity should align your visuals, voice, and customer experience into one cohesive feeling.
4. Consistent Brand Voice: Your Secret Weapon
Your voice is how people connect with your brand. It’s the first thing they experience in your content, emails, or customer service.
To make it unforgettable, your voice must be:
- Authentic: Reflecting who you are and what you stand for.
- Consistent: The same across every platform (emails, social, website).
- Audience-Focused: Rooted in the words and desires of your people.
Example:
Flodesk’s playful, approachable tone makes email marketing feel fun and easy—exactly what their audience craves.
Action Step: Listen to your audience (use tools like Fathom for VOC interviews) and let their words guide your messaging.
5. Build Authority and Trust With Your Audience
Being the only choice requires authority—your audience needs to see you as the go-to expert.
How to build authority without arrogance:
- Educate: Share insights, tips, and thought leadership that showcase your expertise.
- Show Up: Consistently engage through blogs, podcasts, or speaking events.
- Give Value: Offer free resources that deliver quick wins.
Example: The Future (a design education brand) shares high-value content, from ebooks to tutorials, positioning themselves as leaders in the design industry.
Takeaway: Authority comes from being helpful, consistent, and transparent.
6. Deep Connections Through Storytelling
Stories are the most powerful way to make your brand unforgettable. People don’t remember sales pitches—they remember stories.
Examples of Story-Driven Brands:
- Patagonia: Their story isn’t about selling gear—it’s about sustainability and protecting the planet.
- Charity: Water: Founder Scott Harrison’s story of creating impact resonates deeply, inspiring people to join the mission.
How to Start Telling Your Story:
- Your Why: Why did you start your business? What problem were you solving?
- Customer Transformations: Highlight stories of how you’ve helped your clients succeed.
- Your Journey: Share moments of struggle, growth, or lessons learned.
Key Insight: When people see the human side of your brand, they’re more likely to trust and connect with you.
7. Creating Unforgettable Customer Experiences
Every touchpoint in your brand is an experience:
- Your website design.
- The unboxing of a product.
- How you handle customer service.
Disney is the master of unforgettable experiences. From music to smells, every detail in their parks is designed to immerse you in magic.
How You Can Do This:
- Send handwritten thank-you notes.
- Create beautiful, thoughtful packaging.
- Go above and beyond in how you support your customers.
Ask yourself: What’s my version of this? Small, intentional moments add up to lasting impressions.
8. Maintaining Your Brand’s Unique Position Over Time
Once you’ve created a brand that’s impossible to ignore, the work isn’t over—you need to keep evolving while staying true to your core identity.
How to Maintain Relevance:
- Listen to your audience: Their needs will change, and so should you.
- Innovate: Find new ways to add value without losing sight of what makes you “you.”
- Refine: Improve what’s working rather than adding more.
Example: Starbucks has maintained its status as the go-to coffee brand by innovating (mobile ordering, new seasonal drinks) while staying consistent with its core mission—great coffee, community, and convenience.
Conclusion: From Top Choice to Only Choice
Building an unforgettable brand takes intentionality, consistency, and connection. It’s about creating a brand that doesn’t just stand out—but one your audience can’t imagine living without.
If you’re ready to take the next step, I’d love to help you refine your strategy and claim your spot as the only choice in your market.
