How to find your difference as a brand and beat the better mindset
Wanting to be “better”, nothing seems to be wrong with this statement — at the end of the day — to be competitive is praised as being a good thing — equal to having drive, goals, wanting more …
We’ve been taught to be “better” than others. Strive for top marks, work harder… and you’ll be on top of your game.
Be better than your classmates, better than other job applicants, better than your competitors…
Better than, better than…. well, the list goes on and on!
In a crowded world with businesses all yelling out for attention, simply being “better” isn’t enough. You need to be different. Different captures attention, sparks curiosity, and most importantly, it sticks.
So let’s dive into why embracing your uniqueness, your Inner Fire, is the secret sauce to impactful branding.
Better is a moving target, different is a standout quality
Think about it — this wanting to be “better” than… it’s not an attainable goalpost… it’s subjective and often fleeting.
What’s that even mean?
To push others?
To blend first, be like others and then improve?
How do we know we’re already “better”?
And maybe, when you think that you’re already better, you need to keep watching over your shoulders for the next “better” person to overtake you?
What’s considered better today might not hold the same weight tomorrow as trends shift and competitors catch up.
How exhausting…
But being different and unique to you? That’s a constant. When your brand stands out, it creates a unique position in the market that isn’t easily replicated. It becomes memorable.
Better will commoditise your offering, different will make it sustainable
This is how many business owners go about running their companies… believing that clients will buy from them because they’re “better” than their competitors —
They build their business around letting the best work do the talk, believing that the work is better than… what exactly?
What happens in reality, is that this benchmark “better” is pretty similar to others, and so your clients can only base their decision on who to choose, on price.
You think that being better will win you clients, but they choose based on price. Then you lower your price to become competitive and before you know it — you’re pretty burnt out and you have a service that is being commoditised.
You’re just offering and doing just like your competitors…
I’ve met so many business owners that aren’t the best at what they do, and they become successful, and many business owners so talented but they don’t make it past first year of being in business…
Of course you should deliver the best service you can, and continue improving, but this only will not be enough.
To be better also implies doing things exactly like others… and in this oversaturated market… you will easily get buried.
This is not a sustainable way of building a business.
Bring what is truly unique to you; that’s you.
Instead of having this mindset of becoming “better”, how about we shift this to becoming “different”? Bringing what is truly unique to you… what’s already inside you… your essence… your Inner Fire… to the front.
When you’re different, people will remember you, you’ll get noticed, and your message & offering will connect to those clients you love to work with. When you blend in, you’re just one more of the same. Those ideal clients won’t know you exist, and you’ll end up getting clients that you don’t even enjoy working with!
And yes, takes real guts to actually be different.
Takes real guts to drop the ego that’s feeding the thought of “only the best” or “better than” will make it.
Takes real guts to stop the limiting beliefs of “not good enough” or perfectionism… and other limiting beliefs that actually is making you blend in.
You may be thinking… Aitzi, what if they don’t like me?
It’s a good thing that we’re not liked by everyone… that will clear the road for the ones you really want to reach to and connect with!
Don’t fake. Be YOU. Even if you’re a small business, and not a personal brand — there’s many ways to humanise your brand.
The more you embrace your Inner Fire, the easier it’ll be to show up with confidence, and this snowball effect will roll on and on!
Dare to be different, own your Inner Fire
Nowadays, being different and authentic is so important. Makes you relevant and difficult to copy (kinda like I just said ‘makes’ and not the correct ‘this makes’).
Clients connect with brands that resonate with their values, their lifestyle, their aspirations.
When you embrace what makes your brand different, you create a deeper connection with your audience. This emotional resonance is what transforms clients into raving fans.
And now with accessible AI tools, businesses are creating so much of the “same” content, messaging, imagery etc… and the internet is getting oversaturated (everyones listening to the same spotify playlist)!
Dare to be different.
Different cuts through the noise.
Be an activist of the change you want to see in the world.
Be you, bring your Inner Fire into your brand — be a leader of a better world.
How do I find my Inner Fire?
So how do I find this Inner Fire?
There’s no clear answer to this… it’s a unique blend of your values, personality, and approach. Often, it’s easier for someone else to recognise your Inner Fire than for you to see it yourself.
At Toartle, we start by diving into a deep interview with our clients, asking uncomfortable and challenging questions that often leads to many other questions.
Why not give a go and start the process yourself by thinking about:
- Your why, core values, journey, and desired impact.
- Your personality and how you present yourself, your strengths & weaknesses, quirkiness and the weird.
- Who you want to become, goals, growth aspirations.
- What you enjoy offering the most, what’s most and least profitable, how you price, your business model.
- What you hate about your industry & what’s the norm in your industry.
- Who is your ideal client, their fears & goals. Who do you need to be for them to create bigger impact.
Now that you have this info, does anything stand out? Are there any common threads? How can you use this to position yourself as different?
✺ Wrapping up — embrace your Inner Fire and stand out to amplify your brand impact
In today’s market, being better is no longer enough.
Wanting to be “better” is exhausting and often leads to blending in rather than standing out. By owning your difference and bringing your Inner Fire to the front, you create a brand that is memorable, authentic, and impactful.
So, dare to be different!
At Toartle, we believe in the power of being different.
Let’s uncover your brand’s Inner Fire, and together create an impactful brand.
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Aitzi
Hey there, I’m Aitzi! I’m a brand strategist, and I’m all about helping environmental changemakers find their unique edge and turn it into powerful, impactful branding. For me, it’s about tapping into that Inner Fire — what makes you different — and connecting it to the right people so you can make the impact you’re here to make. Alongside my partner Rob, I run Toartle, our design studio dedicated to supporting founder-led businesses. This blog is where I share my thoughts on impactful branding, marketing, and conscious entrepreneurship. Whether you're just starting to define your mission or looking to grow your impact, I’m here to help make your brand shine. Ready to dive into your brand’s Inner Fire? Reach out to chat!