Challenge Yourself to Stand Out

Four ways brands differentiate and how content creators can too

Red Bull. Apple. Tesla. IKEA.

What do these brands have in common? They did more with less. By adopting a unique mindset and elevating the category, they earned the hearts and dollars of customers. Not just through products and services, but with story and mission.

Here’s how content creators can do the same — by ripping a page from the challenger brand playbook to stand out, build fans, and grow brands.

They change the rules by taking risks.

Red Bull doesn’t just sell a product. They sell an experience.

No one thought they needed energy drinks back in 1986. Most of us satisfied the “job to be done” with soft drinks, coffee, or loud music. But Red Bull promised a new alternative; the prospect of gaining wings.

They became a community leader for extreme sports enthusiasts by inviting people into a story. One that was furthered by ambassadors, not just sales reps dressed in red and blue. When you saw the bull on a college campus, you knew there would be free caffeine involved.

Not broken promises.

A quick glance at their website says it all — the navigation focuses on TV, events, and athletes before ever mentioning products. Once you get to the product page, they begin listing situations where you’d need them most:

• “Whether in the Himalayas or your own backyard…”
• “A stopover for a cold can of Red Bull makes the miles fly by”
• “Work sometimes feels like a drill — but with a can of Red Bull, you’ll have wings to nail every task”

They know it’s less about them and more about the customer.

“You have to tell a story before you can sell a story” — Beth Comstock

Illustrating the transformation is a rite of passage. The audience wants to see the journey before they trust you with their dollars.

The creator economy is no different. Those rising to the top — Tim Denning, Nicholas Cole, Catherine Mancini — started somewhere. They offered a unique perspective to convince us to believe in a new paradigm.

First, they told. Then they sold.

With everyone and their cousin launching a digital product or course these days, it’s a point worth remembering. Building your audience first and sharing an authentic story is the best way to set the terms and conditions of your value.

It’s the business card of the future. The offer comes after the first impression. Not the other way around. Beating Coke and Pepsi starts by doing your research and knowing your customer. Just ask Monster.

They made it easy to access — or really hard.

Would you pay $500K for a…bag?

Hermes’ fans did. After selling for $300K in 2016 the Birkin Bag was resold at an auction for $500K in 2019. Cue the NFT.

A classic example of the power that comes with exclusivity.

If you want this bag, you’re gonna have to work for it. Hermes doesn’t care if they have your size or not, because they know how to make their audience salivate. By spending time to craft a high-quality product, the work ends up speaking for itself.

On the flip side, being the “people’s champion” and bridging the gap between luxury and affordability is also a winning strategy. One of the longest-surviving examples? Richard Branson and Virgin Group.

Branson constantly picks fights with market leaders, starting with airlines and then tackling media, space travel, and hotel industries. Not by throwing shade at other CEOs during earnings calls. Instead, he advocates for employing ex-offenders, LGBTQ+ inclusion, even ways to end the war on drugs.

The common theme is challenging the status quo. Not just telling, but showing that he cares for people — by being transparent and human.

“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” — Ann Handley

Justin Welsh is a great example of a content creator who embodies these principles. Even with 110K followers and limited time, he finds a way to reply to most of his fan’s comments. Every week, you’ll find him hosting “ask me anything” hours on LinkedIn.

He reaches out to people in his circle to help build them up.

Aside from the feel-good, it’s great for business. By speaking to every person 1-to-1, it becomes easier to maintain a competitive advantage. You can keep a pulse on emerging trends, learn about customer problems, and build lasting relationships.

Which can then be used to facilitate community. Welsh brands his Discord channel as a “private membership community for up-and-coming LinkedIn creators, dedicated to helping them grow their audience and income online”.

Talk about exclusive, specific, and on-target.

They make you like them.

It’s the classic David vs. Goliath story. You want to cheer for the underdog.

We see ourselves in them. They’re game-changers — brands that give us a reason to hope for a new world.

Think Apple. “Think different”. Think possibilities.

The logo became synonymous with counterculture — one built around rebellious, free-spirited creativity. Ads portrayed the PC as a symbol of uniformity and stagnation.

Emotion was at the center of every design — product, service, or interaction. You’re left thinking “wow they really get me!”

Minus the fact I still can’t change my iCloud email.

Today, many of us operate on an Apple ecosystem, connected by Macs, iPads, iPhones, and Apple Watches. They’re our constant companions, powering the creative work we do through sleek interfaces and interoperability.

“Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.” — Steve Jobs

PewDiePie’s video for “How to Get Started on Youtube” says it all. He reminds us it’s all about giving love to the fans, expressing yourself, and building community.

Creating with the right intentions. Starting small but thinking big. That’s how you become bigger than “audience-oriented”.

You become the manifestation of an idea.

They become a part of your lifestyle.

Any of the brands above find a way into our lives.

Whether we’re tired (Red Bull), uninspired (Apple), bored (Tesla?), or indulgent (Hermes), these brands serve a purpose. Content creators can do the same by:

• Inviting others into our stories by showing our work
• Being accessible and learning from our audience
• Staying true to our craft and continuously improving
• Giving others the mic and setting them up for success
• Doing our best to add value to every life we touch

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