The internet is crowded. Social media is overcrowded. Our minds are saturated, and it is difficult to filter the best from the mediocre. So how do you stand out in a crowded market? The brands that do it, don’t just sell products. They tell powerful stories and OWN their differentiation.

In this episode, I sat down with Barry LaBov, founder of LaBov & Beyond, a branding expert who has worked with companies like Harley-Davidson, Audi, and Macallan. Barry’s unique approach to branding is built on one key idea:

Differentiation isn’t created;

It’s discovered.

If you’re a marketing director, CEO, or founder looking for a clear strategy to make your brand unforgettable, this article is for you.

Keep reading to learn how to find your brand’s uniqueness, connect with customers on a deeper level, and use storytelling to differentiate your business. And if you want the full experience, listen to the full episode!

Who is Barry LaBov?

Barry LaBov’s journey into branding started in an unexpected place: a rock band. As a musician, he learned the power of storytelling, audience engagement, and brand-building long before he stepped into marketing. Over time, he built LaBov & Beyond, a marketing firm that helps brands find their unique value. Then based on what they had found, they crafted compelling narratives.

Barry’s expertise is trusted by some of the biggest brands in the world.

His passion?

Helping small and medium businesses break through the noise and find what makes them truly unique.

Storytelling is the Key to Differentiation

Storytelling isn’t just a marketing buzzword. It’s a survival tool in a crowded marketplace. Barry believes that great brands, don’t just list their features. Nope! They tell compelling stories that connect emotionally with their audience.

So next time try this:

Instead of focusing on what you sell, focus on why you exist. Share the journey, struggles, and victories behind your brand to build lasting connections.

Differentiation: Discover It, Don’t Create It

Many businesses fall into the trap of trying to invent differentiation. Barry’s approach flips this mindset: differentiation is already there, you simply have to find it. Analyzing your processes, analyze company culture, and customer feedback. Then and ONLY then you can identify what truly sets you apart.

How to do it?

Ask your customers: What do you love about us that we should never change? Their answers will reveal your true differentiation.

Superiority vs. Uniqueness: Why Being “The Best” Doesn’t Matter

A common mistake businesses make is focusing on being “the best.” Barry argues that instead of trying to be superior, brands should focus on being distinct.

Harley-Davidson doesn’t claim to have the most technically advanced motorcycles, not at all. They achieve standing out in a crowded market by something else. They do offer a riding experience that you can get NOWHERE else. On top of that, you get the Harley/chopper community. Apple doesn’t try to out-spec every PC, they emphasize creativity and design.

So for homework – do this… Define what makes your product or service different, not necessarily better. DIFFERENT. This clarity will attract the right audience.

Like a Musician

All legendary musicians have their OWN voice. Their flow. Their sound. Similarly, great brands find what is their signature trait. Barry and his team often walk into a company and look for gems hidden in plain sight. For example, in processes, traditions, or philosophies that make them stand out.

So here’s a tip – look at your operations. What extra steps do you take that competitors skip? What philosophies drive your decisions? These are often your strongest differentiators.

Sell It to Your Employees First

Before customers believe in your brand, and before you are able to stand out in a crowded market, your employees must believe in it. Barry emphasizes that the first audience for any brand story should be the team behind it. If your employees don’t feel excited about what makes your business special, neither will your customers.

Do this before the next launch… Hold internal sessions where employees learn and discuss what makes your company unique. When they believe in it, it’ll come naturally to them to spread the message.

Conclusion

Differentiation isn’t about shouting louder than your competitors. It’s about owning what makes you unique. Through storytelling, brand clarity, and a deep understanding of what customers value most, SMEs can carve out a lasting presence in the market.

Want to dive deeper? Listen to the full episode to hear Barry LaBov’s lessons on branding, storytelling, and standing out in a crowded market.