Akin Owolabi
In today’s business environment, competition is fierce. Whether you are a small tailoring shop in Ibadan, a tech start-up in Nairobi, or a global player like Amazon, the struggle is the same — how do you get customers to notice you and keep coming back?
As marketing guru Seth Godin once said:
“In a crowded marketplace, fitting in is failing. Not standing out is the same as being invisible.”
Here are ten strategies, with real-world examples, to help your business stand out.
1. Craft a Clear Unique Value Proposition (UVP)
Standing out begins with knowing exactly what makes you different.
Indomie noodles didn’t just sell food; they positioned themselves as a quick, tasty, affordable family solution. That UVP made them a household name.
Tesla stands out not as a car company, but as a sustainable energy company with a mission to accelerate the world’s transition to clean energy.
If customers can’t tell why you’re different, they won’t remember you.
2. Leverage the Power of Storytelling
Facts tell, but stories sell. Stories connect emotionally and make you unforgettable.
Mo Ibrahim’s Celtel told the story of “connecting Africa” rather than selling SIM cards. That story fueled rapid adoption.
Nike’s “Just Do It” campaigns connect with human ambition and grit, not sneakers.
Share your journey, your customers’ experiences, or your mission — people buy into stories.
3. Deliver an Exceptional Customer Experience
In many industries, customer experience is the true differentiator.
Paystack stood out in Nigeria by solving one pain point — failed online transactions. That obsession with smooth experience led to their $200m acquisition by Stripe.
Jeff Bezos said: “We see our customers as invited guests to a party.” Amazon’s entire brand is built around convenience and reliability.
Make doing business with you a joy, not a hassle.
4. Innovate and Adapt Constantly
Markets evolve. Standing still is dangerous.
GIG Logistics redefined courier services in Nigeria with real-time parcel tracking when others were still slow and opaque.
Netflix pivoted from DVD rentals to streaming, then to original content. Competitors were left behind.
Innovation doesn’t always mean invention. It means being willing to change faster than others.
5. Build a Strong and Memorable Brand
Branding is not your logo — it’s the feeling your name creates in people’s minds.
Dangote cement is such a strong brand that people don’t ask for cement; they ask for Dangote.
Apple’s sleek branding makes it more than a phone company — it’s a lifestyle brand.
Own a color, a slogan, a symbol, or a promise that makes you unforgettable.
6. Dominate a Niche Market First
Sometimes the best way to stand out is not to fight everyone, but to rule a corner of the market.
PiggyVest didn’t try to be a full-service bank. Instead, it owned the niche of digital savings and investment for young Nigerians. Today, it is one of Africa’s leading fintech companies with millions of users.
Airbnb started by offering air mattresses during a conference — a niche idea that later became a global giant.
Win small before you go big.
7. Be Authentic and Transparent
Customers today are quick to detect pretence. Authenticity creates trust.
Small Nigerian fashion brands like Zashadu thrive because customers believe in their authentic handmade and locally sourced identity.
Patagonia built a cult brand around environmental responsibility — even encouraging customers not to buy unless they needed to.
Authenticity is not a strategy; it’s a survival skill.
8. Use Visibility and Marketing Creatively
No matter how good your product is, it won’t sell if people don’t see it.
MTN Nigeria dominates partly because of visibility. Their yellow branding, street activations, and music sponsorships make them hard to ignore.
McDonald’s golden arches are among the most recognizable symbols in the world — they scream visibility.
Own a space in your customer’s mind through consistent, creative visibility.
9. Build Strategic Partnerships and Communities
Sometimes standing out isn’t about going alone — it’s about who you align with.
Flutterwave partnered with Alipay and PayPal to integrate African businesses into global commerce, positioning itself as the bridge to the world.
Starbucks partners with Spotify, offering in-store playlists that connect music lovers with coffee culture, reinforcing the brand’s community.
Partnerships amplify your reach and the community makes your brand harder to ignore.
10. Offer More Value Than Expected
Exceeding expectations creates word-of-mouth — the oldest and still the most powerful marketing tool.
Jumia Food often adds discounts or surprise delivery speed, delighting customers in a competitive space.
Zappos (US online retailer) became famous for offering free returns and over-the-top customer service, making customers lifelong fans.
Give more than your competitors and your customers will do your marketing for you.
Conclusion
The marketplace has no mercy for businesses that blend in. In every sector, from fintech to fashion, there are countless players offering similar products and services. What separates the winners is not luck — it is deliberate differentiation.
Standing out in the marketplace is not about being the loudest voice. It’s about being the clearest, most relevant, and most valuable option.
As Richard Branson famously said:
“Business opportunities are like buses; there’s always another one coming. The key is to be distinctive enough that when the bus arrives, the passengers choose yours.”
When you craft a clear value proposition, tell stories that inspire, deliver unforgettable experiences, and dare to innovate, you are no longer just another business; you become a brand that commands attention and loyalty.
As management guru Peter Drucker famously said: “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” Standing out is about reaching that level of clarity and connection.
Entrepreneurs who choose the path of authenticity, visibility, and value creation will not only survive but thrive — because in a noisy marketplace, it is the bold, clear, and different voices that customers will always hear.
The challenge is simple: Will you remain invisible, or will you stand out and claim your space?