“Being different” isn’t enough

I recently came across a brand strategy article, and it simultaneously supports and challenges my understanding of branding.

For years, I have preached "differentiation" as a means of standing out, whether it's for a personal or business brand. But in this new era of AI, the old playbook of “being different” isn’t enough.

It's not about the "loudest" brand, it's about the one that solves your problem the best. And with search shifting from a pile of links to choosing what to offer up based on your query, the brands that lock into their customer's biggest pain point with an unmistakable solution win.

AI doesn’t care about clever positioning; it's about relevance, and rewards the brands that solve real problems clearly and consistently.

I help humans, brands, and leaders find the relevance that makes them chosen, not just seen.

https://lnkd.in/gyX7aGFV