THE THIRD PILLAR
How Can I
Stand Out From Competitors
(And Actually Be Found)?
Stop looking like everyone else. Learn how to differentiate your business and be the memorable choice in your market.
You Might Be Looking Like Everyone Else
It's easy to happen. Walk into any industry and you'll see the same messaging, the same positioning, the same features-focused language. Everyone says they're the best. Everyone says they deliver quality. Everyone says they care.
If your customers can't remember what makes you different, they might see you as interchangeable with everyone else. When customers don't see a difference, they'll choose based on price. And that's a race you don't want to run.
Why You Might Be Blending Into The Competition
Your competitors aren't smarter than you. They're not better. But if you can't tell your story differently, your customers might assume you're all the same.
When customers don't see what makes you different, you don't stand out, you don't build trust, and you don't become unforgettable.
You might be blending in when:
- Your messaging could fit any business in your industry
- Customers struggle to articulate what makes you different
- You're focused on features instead of the transformation you create
- Your personality doesn't show up in your marketing
- You're competing on credentials instead of real results
The good news is that small businesses have a massive advantage. You can be specific. You can be authentic. You can show up as a real person solving real problems. Most of your competitors won't.
Your differentiation isn't about being the biggest or loudest. Big competitors will always win that one. It's about becoming more trusted than the competition, and becoming the most memorable...but first you have to stand out.
Five Ways You Might Be Blending In
If you're feeling invisible, it'd probably because customers can't easily and immediately tell why you're different. Here's what might be keeping you blended in.
Common Differentiation Gaps
You're Not Specific About Who You Serve
"I help small businesses" means nothing. Your competitors say the same thing. Get specific about industry, budget, size, or the exact person you're best at serving.
You're Selling Features, Not Results
Customers don't care about your features. They care about what changes in their life because of what you do. Tell the transformation story, not the process story.
Your Personality Is Missing
Corporate speak is invisible. Your personality is memorable. Stop hiding who you are. The flawed, opinionated, real you is what makes you different.
You're Competing on Price
When customers can't see the difference between you and competitors, the only lever left is price. Lower your price to win, and you'll attract customers who will leave you for a cheaper option.
You're Not Showing Proof
Saying "we deliver results" means nothing. Show them. Real before-and-afters. Real customer wins. Real proof that you actually do what you say.
You're Trying to Appeal to Everyone
If you're trying to be the choice for everyone, big competitors will beat you because they have bigger teams and budgets. Be the choice for someone specific (the way they can't).
The Shift That Makes You Unforgettable
Start being specific about who you're best at serving.
Start telling why you do what you do—your customers want to understand your perspective.
Start showing up as your real, flawed, opinionated self. That's what's memorable.
âš”ï¸ Stop selling features.
Start selling transformation. Show customers what changes in their life because of you.
That's how you differentiate.
That's how you stand out.
Differentiation Comes First. Everything Else Follows.
When you stand out from the crowd, something shifts. Customers don't just notice you. They remember you. They talk about you. They choose you.
But standing out isn't about being the loudest or most expensive. It's about being clearer, more specific, and more authentically human than your competitors. It's about saying one thing so clearly that your ideal customers can't ignore you.
The moment customers can immediately see why they should choose you—not just why they could—everything changes.
Resources to Help You Stand Out
Master differentiation with Shawna's vault products, podcast episodes, and articles. Pick a resource, start today.
Vault Resources
Worksheets, templates, and guides to build your differentiation strategy.
Podcast Episodes
Listen to real conversations about standing out and building trust.
Articles
Deep dives on differentiation, specificity, and standing out.
Common Questions About Standing Out From Competitors
Real questions small business owners ask, answered directly.
How do I stand out when everyone in my industry looks the same?
By being different. Most of your competitors look the same because they're following the same playbook. The moment you get specific about who you serve, show your personality, and tell your real story, you automatically stand out. It's that simple.
What's my actual competitive advantage if I'm a small business?
Being human. You can be specific. You can build relationships. You can show up authentically without corporate filters. Big companies can't do this at scale. That's your advantage. Stop trying to beat them at their game and win on yours.
Should I try to be better than competitors or just different?
Different. "Better" is subjective and hard to prove. Different is immediately obvious. When you're specific about who you serve and why you're the best choice for THEM, you don't have to be better than everyone. You just have to be better for the right people.
How do I communicate my differentiation without sounding arrogant?
Show, don't tell. Instead of saying "we're the best," show real customer wins. Show transformations. Show results. Let your work speak for itself. That's not arrogant. That's credible.
What if I think I'm just like my competitors?
You're not. You just haven't found your angle yet. Your customers, your story, your approach, your wins—these are all unique to you. Start there. Get specific about who you serve best. Get real about your story. That's your differentiation.
Explore the Other Pillars
These pillar pages work together to help you build your Customer Brandships framework:
Go Deeper Into
Standing Out
These articles break down exactly how to differentiate your business so customers notice, remember, and choose you over every other option out there.
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Ready to Stand Out From the Competition?
Shawna works with small business owners who are tired of blending in and ready to be the memorable choice. Whether through speaking engagements or consulting, she helps you find what makes you different and build your business around it.
Work With Shawna