How to Make Your Business Stand Out From the Competition: 12 Techniques
By Brett Farmiloe
In a competitive marketplace, businesses must seek innovative ways to stand out. We've asked successful business leaders to share the techniques they use to differentiate their companies' offerings from their competitors. From niching down to connecting emotionally through storytelling, consider following these tactics to make your business shine.
How to stand out in a crowded market
1. Niche down
"One way to stand out? Niche down. For example, in my business I focus on helping employees break free from their 9-to-5 jobs and become successful entrepreneurs. Since I speak directly to my target audience and their pain points, I get much better results than if I had decided to coach without having a niche. Ultimately, this strategy works whether you offer a product or a service: focus on solving a specific problem that certain people have—rather than trying to appeal to everyone."
—Luisa Zhou, LuisaZhou.com
2. Showcase the people behind the business
"One strategy businesses can use to differentiate their products and stand out in a crowded market is to showcase the person behind the business and their expertise in an ongoing campaign.
"I run a company that sells hiking tours, and in 2023 I created a challenge to spend 104 days in the mountains, using the hashtag #104MountainDays, and sharing the experiences on Facebook and Instagram. It showed potential clients that I'm an experienced hiker, which builds trust, while also helping me become top-of-mind for someone who wants to book a hiking tour. It was so successful that in 2024, I created the #114MountainDaysChallenge, and it's inspired many people to do their own hiking challenges.
"Other small businesses can take this same strategy and apply it to their business to showcase the people behind the business and to show their expertise, because people want to buy from the people behind the products."
—Laurel Robbins, Monkeys and Mountains Hiking and Adventure Travel
3. Highlight unique product features
"To make your product stand out from others, you need to highlight its unique features. This means adding features or technologies that other companies don't have, like a patented system, a secret ingredient, or a unique design element. For example, in my company, we've come up with a unique mechanism that makes our product work much better, giving us an edge in the market."
—Julian Patrick, Stovefitter's Warehouse
4. Offer personalized user experiences
"In our experience, personalization has been our ace. Understanding that no two users are the same, we introduced customizable viewing experiences. Users can tailor their interface, content recommendations, and even streaming quality to their preferences. This level of personalization not only set us apart, but also has deepened user engagement. It's a testament to how catering to individual needs can transform a service from just another option to a personal favorite."
—Tyler Hall, IPTV Wire
5. Build a community around your brand
"My strategy extends beyond just offering services—it's about building a community around our brand. We've created online forums, hosted events, and encouraged social media interactions to foster a sense of community among our customers. This engagement creates emotional connections, turning customers into brand advocates. Our community-driven approach sets us apart in a crowded market by offering a sense of belonging and connection, which is invaluable in today’s digital age."
—Ian Sells, Million Dollar Sellers
6. Integrate social responsibility into the company's mission
"Our main approach for boosting online visibility and standing out as a small business in our industry is to emphasize social responsibility. We center our mission on making a meaningful impact on the environment, our team, and our local community. For example, our efforts to reduce plastic usage in homes, guarantee fair working conditions for our employees, and engage in micro-financing activities within our community are vital in drawing and keeping customers who care deeply about sustainability.
"For other small businesses, I recommend using social responsibility as a way to carve out a distinct business identity. I believe that in the current era, companies should strive to be more than just profit-generating entities; they should actively contribute to societal well-being, irrespective of their field. By integrating social responsibility into your mission and showcasing your initiatives, you naturally attract people who share your values."
—Antoinette Jackson, SuperBee
7. Focus on a specific customer group
"Find your niche! Don't try to be everything to everyone. Instead, focus on a specific customer group and their unique needs. Love organic pet food? Target health-conscious pet owners. This laser focus allows you to tailor your product and message perfectly. It's like having a secret handshake with your ideal customer—they'll see you understand them and choose you over the generic crowd."
—Manobal Jain, Trainerfu
8. Share successful case studies
"One strategy that has really set my digital marketing services apart in a crowded market is leveraging case studies and success stories in a unique way. Instead of just listing achievements and metrics, I focus on storytelling.
"For each project, I create a detailed narrative that showcases the journey of the client from the challenge they faced to the solution we provided, and finally, the impactful results achieved. This approach makes the case studies more relatable and engaging. It's not just about numbers; it's about the human experience and the problem-solving journey. Clients have mentioned how these stories helped them see the potential for their own businesses, making my services stand out.
"The success of this strategy is measured by the increase in inquiries and engagements I receive from prospects who mention being inspired by these stories. This method has proven to be a powerful tool for showcasing my work and building trust and relatability in a digital space."
—Jon Torres, JonTorres.com
9. Infuse products with interactive experiences
"In the ultra-competitive food and beverage industry, a strategy that has set us apart, which I highly recommend, is the art of infusing products with interactive experiences. Instead of merely selling a product, we create an experience around it that engages consumers on multiple sensory levels. This could range from virtual reality tours, showing the journey from farm to table, to augmented reality labels that bring a product's story to life right before the customer's eyes. This degree of immersion transforms the product from a mere item on the shelf into a memorable adventure.
"We've taken this concept to heart in our recruitment process. We don't just connect candidates with job opportunities; we immerse them in the culture and vision of their potential new workplace. For example, we've introduced virtual meet-and-greets with future team members and interactive tours of the company's facilities, even before the first interview. This helps make the candidates feel valued and excited about the opportunity and helps them visualize their future with the company, setting us apart in the competitive recruitment landscape."
—Laurie Hyllberg, Kinsa Group
10. Give people a "peek" behind the curtain
"The concept is fairly simple and works well if you're confident in the product you're putting on the market. In my case, we have a great deal of stats, facts, and figures on both our product and our industry displayed front and center on our site. We want people to know as much as possible about SEO, copywriting, and AI when they visit our site, because in my mind, an informed consumer is one who is more likely to purchase our services simply because of the quality of the additional information they have access to. The idea is to make your customers think, 'Well, if they're giving away this level of information and utility for free, then the paid offering must be significantly better,' and it's a strategy that's worked well so far."
—Kate Kandefer, SEOwind
11. Educate customers about your business
"Consumers know less than you think. I mean no disrespect to consumers; they just tend to have more important things to do than research every aspect of every product they might ever need. That means education is a key way for businesses to help their products stand out. If somebody doesn't know what they don't know, they also don't know how your product can help them. In my business, I've found that an education-first approach to marketing has really helped to better inform consumers and turn them into customers."
—Temmo Kinoshita, Lindenwood Marketing
12. Connect emotionally through storytelling
"An emotional connection is vital in any business strategy, and storytelling is key. It can be used to connect with your audience on a personal and emotional level, where you can focus on the 'why' behind your brand and how it can potentially impact their lives. Include personal statements and stories from previous clients to create a sense of authenticity, and highlight their experiences in dealing with your company.
"By building a business that resonates on a personal and emotional level, you will be able to differentiate yourself from competitors. This will position your company as the go-to choice while building long-lasting relationships with clients and customers."
—Ryan Carrigan, moveBuddha
About the Author
Post by: Brett Farmiloe
Brett Farmiloe is the founder and CEO of Featured, a platform where business leaders can answer questions related to their expertise and get published in articles featuring their insights.
Company: Featured
Website: www.featured.com
Connect with me on LinkedIn.
