How to build a brand that stands out in a crowded market.
Kaysha Davies
Contents
Every industry has its unwritten rules.
The colours everyone uses. The same tired messaging. The imagery that's apparently compulsory.
And before you know it, every business in the sector looks like a slightly different version of the one next door.
But who said you had to follow the rules?
That's where challenger branding comes in.
What actually makes a standout brand?
A standout brand is one that gives people a reason to choose it over the competition.
That doesn't necessarily mean having the biggest budget, the boldest branding or the loudest marketing.
It's about finding a different way to compete.
Maybe you offer a better experience, challenge what people typically expect from your industry or speak to an audience your competitors are overlooking.
Whatever your approach, it needs to be backed by something genuine.
Because being different for the sake of being different isn't much of a strategy.
Stop looking at your competitors for inspiration.
Competitor research is important.
You need to understand who you're competing against, how they're positioned and what customers expect.
But there's a difference between understanding the competition and copying everything they do.
If every business in your sector uses the same colours, tone of voice and messaging, why would you choose to do exactly the same?
Look beyond your industry.
Fashion, hospitality, technology and entertainment can all offer creative inspiration, even if you're selling something completely different.
The strongest ideas don't always come from looking at the businesses next door.
Take our work with PACE.
PACE is a female-focused supplements brand created for women who take their fitness seriously.
The challenge? Build an identity that could compete in a crowded wellness and fitness market without falling into the usual category clichés.
No aggressive gym messaging. No predictable sports nutrition branding. And absolutely no unnecessary "beast mode" nonsense.
Instead, we explored lifestyle, fashion and design-led brands to develop something more refined.
We created the name, logo, brand marker, typography, colour palette, tone of voice and packaging concepts.
The result was a cohesive visual identity designed to feel premium, confident and lifestyle-led.
Because PACE didn't need to look like every other supplement brand.
It needed to look like PACE.
Different is good. Relevant is better.
Standing out only matters if you're standing out to the right people.
Before trying to challenge your category, understand what your audience values, what competitors aren't delivering and where your business can genuinely offer something different.
Then build your positioning, identity and messaging around that.
You don't need to shout louder than everyone else.
You need to give people a reason to choose you instead.
At co&co, we build brands that challenge expectations without losing sight of the commercial objective.
Got a business that's ready to do things differently?
Speak to Jordan today
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