Have you ever found yourself in a deep, dark rabbit hole on instagram, insta-stalking friends, family and strangers alike? You have no idea idea how you got yourself here but for some reason, you can’t seem to put the phone down. That’s because you’ve just stumbled across literally THE prettiest page you’ve ever seen. Like, ever. Which, on any other occasion you’d tap the big blue follow button in a heart-beat, except for today.
You quickly realise they offer a very, VERY similar service to you. Which means you’re no longer low key chill, you’re about to be thrown into a full-blown panic attack of doubt and fear. Your inner dialogue goes a little something like this: “they’re better than me!” “what if they steal all my dream clients?!” “how can I ever get passed this?”
Just because they’re competition, doesn’t mean you need to compete. In fact, worrying about them should be the last thing on your to-do list right now. It’s like being in a gallery and seeing a sign that says “you can look, but don’t touch”. The truth about your competition is they’re simply there as a bench-mark, not to join you in a game against the odds.
When you compete for something, there’s usually 1 winner and a whole whack of losers. But the truth is, there is MORE than enough space – and clients – for everyone.
We can ALL be winners. Seriously.
Your competition aren’t stealing anything from you, because they’re attracting their own dream customers. And running a successful business is all about ensuring that you do the same. In fact, the secret to attracting your dream customers really comes down to you and your brand.
I believe your businesses’ success is grounded, and rooted in, branding. Not just any ol’ branding though. REALLY good branding.
The kind of branding that instantly connects with your audience, grabs their attention and shows them there’s no one else but you. It’s about owning your uniqueness, nailing your tone of voice and being consistent in your approach.
When you get caught up with what everyone else is doing, you can lose sight of why you’re here in the first place. You have a story and message to share, a product or service that helps people and above all, you’re you and no one can be that. That means your brand should be a one-of-a-kind too. And there’s a lot that can be said for the authenticity that allows you to connect on a deeper, more meaningful level. The kind that influences and impacts decision making behaviours.
So, while you’re sitting there wondering how this all comes together, I want you to get super clear on a few key things that will help keep you in your own lane.
3 things to set you apart from your competition
1. Get clear on your brand’s personality
When we talk about a brand’s personality, we build on traits that you’d find in an actual person. Take your BFF for example: she’s loving, empathetic, kind and welcoming. This is the type of personality that your brand can embody and should directly reflect your core business values.
2. Identify your dream customer
Remember when you were caught up in thinking your competition could steal your customers? Well, do you even know who your dream customer is? The thing that will set you apart is identifying your dream customer and targeting them with your shiny brand. Once you’re clear on who this is, it’s so much easier to go after them to make a lasting impression.
3. Be consistent in how you show up
How you do one thing is how you do all things. Showing up consistently (and constantly) will keep you top of mind when your dream customers are ready to dive in. This goes for how your brand is represented online and offline.
Remember, despite the fuzzy insta hangover you got yourself in, this is YOUR time to shine. Stay in your lane, focus on what sets you apart and push past the idea that your competition is holding you back. Because at the end of the day, I can promise you, you’ve totally got this.
By Rachelle Saevil, Creative Director of Saevil Row a global branding and digital design studio devoted to creating strong brand identities with distinctive creative.