Dare to be bold, Dare to be you

How stand out in a sea of sameness

Matias Myhrberg
February 23, 2024

Hey there!

Hope you’re wrapping up an exceptional week and, as usual, welcome back to the Ad Performance Lab and back to another drop to set you further in the game of business.

Today's focus?

Carving out a unique space for your brand in a market that's more crowded than a New York subway at rush hour.

It's all about the art of standing out.

It's time to think outside the box, or better yet, throw the box out.

It's more than just the products you sell; it's about your brand and how you represent it, the content you put out, how you sell your products, how you package them, and every single possible touch point you might have with your potential customer.

Traditional marketing is like vanilla ice cream – it's good, but it doesn't make you say 'wow'.

Let's aim for that 'wow', shall we?

Here’s how:

Be Bold, Be Humorous

Nobody remembers the brand that plays it safe.

In a world where everyone is scared to offend, being bold can pay off big time. Inject humor into your content, laugh at yourself, and make your audience chuckle.

Humor breaks barriers and builds connections faster than you can say "ROI". Remember Dollar Shave Club? They turned razors into a riot.

That could be you.

What’s everyone talking about? Is it the latest season of a hit series, a meme that’s going viral, or perhaps a global event stirring emotions?

Dive into these conversations with your unique take.

Use your brand’s tone of voice to comment on current events or trends.

It shows you’re not just a business – you’re part of the cultural conversation.

Create Content That Sticks

Ever thought about creating a mini-documentary on the origins of your ingredients?

Or what about a satirical take on the wellness industry that only your brand could pull off?

Content that tells a story, educates, entertains, or all three, is content that sticks.

Make your brand the one that creates must-share pieces, turning viewers into your very own marketing squad.

Speak Your Truth

In an age of polished PR statements and corporate jargon, authenticity is a breath of fresh air.

Take a stand on issues close to your brand's heart.

This doesn’t mean being controversial for the sake of it, but it means not being afraid to show the world what you stand for.

Consumers connect with brands that have a voice and aren’t afraid to use it.

15 Essential Checkpoints — a comprehensive list to making your business not just known, but unforgettable.

Origin & Identity: Dive deep into the roots of your brand. Who are you, and where does your credibility shine brightest? This isn't just about your history; it's about understanding your core.
Purpose in 12 Words: Can you define your mission succinctly? A clear, compelling purpose is your north star, guiding every decision and communication.
Vision for the Future: What's the big picture? Paint a vision that excites not just you, but everyone your brand touches.
Riding Waves: Identify the trends that align with your brand. Understanding these will fuel your journey forward.
Understanding Your Brandscape: Know your competition inside and out. This knowledge isn't just power—it's strategic advantage.
The Only ___ That ___: What makes you unparalleled? Define what sets you apart in a way that's impossible to ignore.
Strategic Simplicity: Learn the art of adding by subtracting. Every element of your brand should add value.
Cultivating Brand Loyalists: Your community is your strength. Find ways to involve them more deeply in your brand's story.
Identifying Your Nemesis: Every hero needs a villain. Who or what is yours, and how does this shape your narrative?
Truelines and Taglines: Distill your essence into words that resonate. These are the hooks that will catch attention and linger in memory.
Spreading the Word: Unique and interesting wins the day. Are your marketing efforts cutting through the noise?
Engagement is Key: Engagement isn't just interaction; it's an exchange of value. How does your brand create win-win scenarios?
Mapping the Customer Journey: Offer an experience so remarkable, it becomes the talk of the town. Are you there yet?
The Quest for Loyalty: Loyalty isn't given; it's earned. Are you investing in your customers the way they invest in you?
Guarding Your Brand: Your brand is your most valuable asset. Protect it from the Four Cs at all costs.

You brand, Your Rules

As a company grows it settles into one of three states that we can call: Scissors, Paper, and Rock.

A Scissors company is sharp and focused and have cut out a niche for themselves.

As a Scissors company grows it becomes a Rock and is no longer as focused but now thrives on momentum and crushing Scissors companies.

As a Rock further grows is loses momentum but has gained size, network and resources and becomes a Paper company.

Paper companies then smother Rock companies.

Now Scissor companies continue to cut niche out of the Paper companies and around the cycle it goes.

At the end of the day, your brand is unique, and your approach to standing out should be too.

Whether it’s through humor, engaging with trending topics, creating unforgettable content, or simply being daringly authentic, the goal is to make your brand unforgettable.

And remember, the only rule here is there are no rules.

Test, learn, and iterate. What works for one brand might not work for yours, but that’s the fun part. Finding your unique formula is a journey worth embarking on.

So, here’s to breaking the mold, daring to be distinct, and creating a brand that’s not just seen but celebrated.

Let's make marketing and branding fun again.

When everybody zigs, zag

Stay bold, stay brilliant.

Have a growth week my friends and let’s make some new highs!

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Talk soon,

Matias Myhrberg