The pitfall of distinction: how do you position yourself in a market where everyone wants to be unique?

Everyone wants to be unique. Especially in a market where competition is cutthroat and customers are spoiled for choice. But what if everyone pursues that same goal? Then a paradox arises: in the effort to stand out, difference fades. The call to be "unique" is so loud that it becomes similar.

In this blog, we dive into the importance of sharp choices and how to actually develop a distinctive positioning without falling into empty promises or vague slogans.

The oversaturated market: what does it mean for your brand?

An oversaturated market is characterized by:

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• Many providers with similar products or services
• An audience overloaded with stimuli
• Competing on visibility rather than content

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In such a playing field, vagueness does not work. A positioning like "best quality" or "personal service" is just as distinctive as rain in the Netherlands. They are container terms that say too little about your real added value.

Why making sharp choices pays off

Making sharp choices means: daring to choose what to do and what not to do. That is exciting, because you deliberately exclude options and target groups. But therein lies the power. Because:

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• You become more specific and thus more recognizable
• Your message becomes clearer and more persuasive
• You attract customers who really fit with you

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A clear profile creates confidence. People would rather choose a specialist than an all-rounder with no focus.

Positioning is not shouting, but proving

Strong positioning requires more than fancy words. It requires proof. Consider:

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• Concrete cases that support your claim
• Customer reviews that confirm your value
• A consistent brand image in words, images and behavior

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For example, do you want to be known as 'the no-nonsense marketing partner'? Then show that in your tone of voice, your methods and your customer communications.

The real art: relevance over originality

Standing out is nice, but being relevant is essential. The most successful brands stand out not because they shout the loudest, but because they best meet the needs of their target audience. That's why it's important to start with this question:

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What is my ideal client really looking for?
And more importantly, how do I help him or her better than the rest?

If you have the right answer to that - and communicate that consistently - you are automatically distinctive. Even in a market where everyone is trying to be "unique.

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Avoid these pitfalls in your positioning

1. Aiming too broadly - "For everyone" is ultimately for no one.
2. Comparing yourself in clichés - "Faster, better, cheaper" says little without context.
3. No burden of proof - Claims without proof are counterproductive.

Conclusion: choosing is not losing, but winning

In a crowded marketplace, it is tempting to want to appeal to everyone and see opportunities everywhere. But real growth comes from daring to choose. By being clear in what you stand for, you attract the right customers and build a strong brand that sticks.

Do you want to sharpen your positioning and know where your distinctive power really lies? Contact TMC Media and discover how strategy and creativity come together for impact that gets noticed and sticks.