In a crowded market full of “me too” businesses and generic messaging, standing out isn’t just a nice-to-have — it’s a survival strategy.
As a small business branding and marketing agency, one of the first things we help our clients identify is this:
“What makes YOU the expert? And how are you showing that to the world?”
Spoiler: most businesses are amazing at what they do.
The problem is, they’re not always great at telling that story.
Let’s break it down.
🧠 What Makes You the Expert?
Whether you’re a coach, designer, landscaper, or local bakery — you likely have something that makes you:
- Uniquely skilled
- Unusually passionate
- Exceptionally experienced
- Deeply knowledgeable
But being the expert isn’t enough. You have to own it, name it, and show it.
Here are some ways to define what makes you stand out:
1. Your Process
Do you do things differently than others in your industry? Your method is part of your magic.
2. Your Results
What transformation do your clients consistently experience? What can you prove?
3. Your Experience
Do you bring 10+ years, a specific certification, or niche knowledge? Highlight it.
4. Your Values
Maybe it’s your commitment to sustainability, community, or top-tier service — values build connection.
5. Your Voice
Are you refreshingly honest, funny, bold, or empathetic? Your tone can set you apart.
📢 How to Share This With Potential Customers
Once you’ve identified what makes you the expert, the next step is to communicate it consistently — in your content, visuals, and brand tone.
Here’s how:
✍️ 1. Tell Stories
Don’t just say, “We’re the best.”
Show it through real customer stories, project transformations, or day-in-the-life content.
Example:
“When a new bakery came to us struggling to attract foot traffic, we rebranded their storefront and launched a geo-targeted ad campaign. Foot traffic doubled in 30 days. That’s the power of local branding done right.”
📸 2. Show Behind-the-Scenes
People trust experts who pull back the curtain.
- Post videos of your process
- Share wins and lessons learned
- Let people see the human behind the brand
🧩 3. Use Visual Consistency
Your branding — logo, colors, typography, tone — should match your level of professionalism. A messy brand = confusion. A cohesive brand = trust.
🎤 4. Educate Freely
Give away your knowledge through:
- Tips and how-to posts
- Reels or TikToks explaining industry myths
- Blog posts (like this one!)
- Free audits or mini-assessments
The more you teach, the more you’re seen as the expert.
🫶 5. Share Testimonials & Social Proof
Let your customers do the talking. Nothing builds trust faster than real people sharing real results.
Final Thought
You don’t have to shout louder than your competition — you just need to speak clearly and consistently about what makes you different.
Remember: People don’t buy the best service — they buy the service they understand and trust the most.
So, what makes you stand out?
Start sharing it like the expert you are.
