Let’s face it—most brands don’t stand out. They blend in, lost in a sea of competitors that all look, sound, and feel the same. If your business is just another version of what’s already out there, why should customers care?
The brands that truly succeed are the ones that dare to be different. They challenge the status quo, disrupt their industries, and create loyal communities of fans. Think of companies like Airbnb, Apple, Tesla, Old Spice, Harley Davidson, and Screwball Whiskey. They didn’t just build a product—they built a movement.
So, how do you make sure your business stands out? Let’s break it down by looking at brands that got it right and the strategies you can use to make your own brand unforgettable.
Brands That Broke the Mold
Apple: Innovation Meets Simplicity
Apple didn’t invent the personal computer, the MP3 player, or the smartphone, but it did make these products sleek, simple, and user-friendly. While other tech companies focused on specs, Apple focused on experience. Their branding is clean, their messaging is simple, and their products are designed to be intuitive. They stand out because they make technology feel personal.
Tesla: The Future on Wheels
Before Tesla, electric cars were seen as slow, boring, and impractical. Tesla flipped that narrative on its head by creating fast, stylish, and high-performance electric cars. Elon Musk positioned Tesla as a revolution rather than just another car company. By focusing on sustainability, cutting-edge technology, and a direct-to-consumer sales model, Tesla disrupted an industry dominated by legacy automakers.
Airbnb: A Hotel Alternative
Airbnb challenged the traditional hospitality industry by offering something different—homes instead of hotel rooms. They tapped into the idea that travelers want unique, local experiences rather than generic hotel stays. Through clever branding, a strong sense of community, and a platform built on trust, Airbnb turned everyday homeowners into hospitality providers.
Old Spice: Reinventing a Legacy Brand
Old Spice was once considered an outdated brand, associated with grandfathers rather than young consumers. But with its humorous, offbeat marketing campaigns (like "The Man Your Man Could Smell Like"), Old Spice became cool again. They completely rebranded their image, using bold, funny, and unpredictable advertising to capture attention and spark conversations.
Harley Davidson: Selling a Lifestyle
Harley Davidson doesn’t just sell motorcycles—it sells a way of life. The brand is built around the idea of freedom, rebellion, and brotherhood. Harley riders see themselves as part of an exclusive club, and the brand reinforces that identity through its storytelling, events, and community-building efforts.
Screwball Whiskey: A Peanut Butter Revolution
Whiskey and peanut butter don’t usually go together, but Screwball Whiskey made it work. Steven and Brittany Yeng disrupted the liquor industry by introducing a sweet, nutty twist on traditional whiskey. Instead of targeting typical whiskey drinkers, they appealed to a younger, adventurous audience looking for something fun and different. Screwball created a unique identity in an otherwise crowded market through bold branding, an engaging social media presence, and a willingness to break the rules of traditional whiskey marketing.
How to Make Your Brand Stand Out
Want to stand out like these brands? It starts with a strong foundation. Here are the key brand elements you need to focus on:
1. Brand Purpose: Why Do You Exist?
Your brand purpose is your "why"—the deeper reason your company exists beyond just making money. Tesla’s purpose is to accelerate the world’s transition to sustainable energy. Airbnb’s purpose is to create a world where anyone can belong anywhere. What’s your brand’s purpose? Make it bold and meaningful.
2. Brand Mission: What Do You Do?
Your mission statement explains what your company does and how it delivers on its purpose. Nike’s mission is to "bring inspiration and innovation to every athlete in the world." Your mission should be clear, specific, and action-oriented.
3. Brand Vision: Where Are You Going?
Your vision is about the future—what impact do you want your brand to have? Google’s vision is to "organize the world’s information and make it universally accessible and useful." Think big. Where do you see your brand in 5, 10, or even 50 years?
4. Brand Positioning: What Makes You Different?
Brand positioning is how you set yourself apart from competitors. Apple positions itself as the leader in design and innovation. Tesla positions itself as a high-performance, sustainable car company. How do you want to be perceived? Identify your unique value proposition and own it.
5. Brand Values: What Do You Stand For?
Your values guide everything you do. Patagonia, for example, stands for environmental responsibility. Their customers know that when they buy from Patagonia, they’re supporting sustainability. Your values should align with your audience’s beliefs and be reflected in your actions.
6. Brand Personality: How Do You Show Up?
If your brand were a person, what would they be like? Fun and quirky like Old Spice? Sophisticated and elegant like Rolex? Friendly and approachable like Starbucks? Define your brand personality and let it shine through in all interactions.
7. Brand Voice: How Do You Speak?
Your brand voice is how you communicate with your audience. Wendy’s Twitter account is known for its witty, playful tone. On the other hand, a brand like IBM has a more professional and authoritative voice. Your voice should be consistent across all platforms and marketing materials.
8. Brand Storytelling: What’s Your Narrative?
People connect with stories more than they do with facts. TOMS Shoes tells a compelling story of giving back—every purchase helps someone in need. Your brand story should be emotional, relatable, and engaging. Why did you start your business? What problem are you solving? Tell that story in a way that resonates with your audience.
9. Brand Identity: What Do You Look Like?
Your brand identity includes your logo, colors, typography, and overall visual style. Coca-Cola’s red and white branding is instantly recognizable. Apple’s sleek, minimalist aesthetic aligns with its brand values. Make sure your visuals reflect your brand personality and are consistent everywhere—from your website to social media to packaging.
The Power of Standing Out
If you’re blending in, you’re losing. The brands that win are the ones that take risks, stand for something, and create experiences that customers can’t ignore. Whether it’s through bold storytelling, a unique brand personality, or disruptive innovation, standing out is the key to success.
So, what’s stopping you? Define your brand’s purpose, sharpen your positioning, craft a compelling story, and build an identity that turns heads. The world doesn’t need another ordinary brand—it needs something extraordinary.
Make sure that brand is yours.
