Standout with the Ordinary

🚀 Transforming Ordinary Concepts into Standout Stories for DTC Brands

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In this newsletter, you’ll find:

💡 Transforming Ordinary Concepts into Standout Stories for DTC Brands

📊 Bing Webmaster Tools Launches ‘Recommendations’ for Enhanced SEO

🛍️ Don’t Wait for BFCM: Seize the Pre-Election Opportunity

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BRANDING

💡 Transforming Ordinary Concepts into Standout Stories for DTC Brands
^{Insights from Alex M H Smith}

You don’t need a groundbreaking idea to build a successful brand—you need a compelling narrative. For DTC brands, the power lies in how you frame your story, turning a good concept into a market-shaking proposition. Here’s a 3-step method to transform even average ideas into stories that resonate with your audience:

1. Challenge the Norm: Stand Out by Being Different

In a crowded market, differentiation is your best friend. Instead of following the trends, challenge industry norms and offer a fresh perspective that makes people take notice. Being different isn’t about being loud; it’s about offering a new angle that flips expectations.

Example: When Dollar Shave Club entered a saturated razor market, they didn’t just claim to be the best—they mocked the overpriced nature of existing products, offering a straightforward, cost-effective alternative. It wasn’t the product that won customers over; it was the bold, humorous stance they took against the status quo.

Pro Tip: Try positioning your message like this: “While everyone else is doing X, we do Y.” This angle makes your message memorable and positions you as a breath of fresh air in a sea of sameness.

Stat Insight: Research from Harvard Business School shows that brands that break away from conventional messaging are 35% more likely to create content that goes viral.

2. Create Your Own Lane: Become the Only Choice

In today’s market, being slightly better isn’t enough—consumers want to know why you’re unique. Instead of trying to be the “best,” position yourself as the only option that does what you do. This approach shifts the narrative from comparison to exclusivity.

Example: Glossier didn’t just offer skincare products; they built a brand that co-created with their community. This positioned them as the only beauty brand that deeply involved customers in product development, fostering a sense of ownership among users.

Pro Tip: Use positioning statements like, “We’re the only brand that provides X for Y.” It’s not about being the best; it’s about being the sole provider of something your market craves.

And if you want to accelerate this journey, having access to fast, flexible funding can make all the difference. It helps you scale your message and reach your audience faster. Download Stenn’s free eBook to learn how you can secure the funding needed to fuel your growth.

Stat Insight: According to Gartner, 64% of consumers are more likely to choose brands that offer unique experiences over those with just superior products.

3. Show the Stakes: Make Your Story Urgent

Inaction is often your real competition. To push your audience to act, make them feel the consequences of doing nothing. Highlight the problem, show the urgency, and present your solution as the obvious fix.

Example: Peloton mastered this during the pandemic by positioning their bikes as a solution for mental and physical well-being when gyms were closed. They didn’t just sell fitness equipment; they sold the idea of maintaining sanity and health during a crisis. This made potential customers focus on what they’d