Buyers can’t tell you apart — and they’re not going to try. If your messaging feels safe, familiar, and “professional,” it’s probably costing you deals.
“Everybody’s Doing the Same Thing.”
That’s the feedback I hear most from your buyers.
Not your CMO. Not your board. Your buyers. The people you spend millions trying to reach. The ones comparing you to three other vendors in their inbox. The ones who still have no idea what makes you different — because your brand talks like everybody else.
You may not hear it. I do. Every week. And when your messaging is indistinguishable from the rest of the category, here’s what happens:
- You don’t win on clarity.
- You don’t win on confidence.
- You sure as hell don’t win on price.
Let’s Talk About the Beige Parade
Open five B2B websites in the streaming industry. Read the hero copy. Close your eyes and tell me which company said what.
You can’t. Because everyone is “enabling innovation.” Everyone is “powering the future.” Everyone is some kind of “end-to-end platform” that’s “scalable,” “flexible,” and “trusted.”
This is what happens when marketing solves for consensus instead of conviction. When the positioning brief is written after the product roadmap. When the brand voice is edited down to neutral mush by four departments and a legal team.
Your brand becomes accurate. And forgettable.
If You’re Not Distinct, You’re a Commodity
Let’s be blunt: nobody’s reading your brand messaging for pleasure. They’re scanning. Comparing. Trying to understand in 10 seconds or less what the hell you do and why they should care.
If your brand doesn’t immediately hit a nerve, land a point of view, or create curiosity — it’s a liability.
You don’t get remembered for being right. You get remembered by being clear. By being different. By making someone think, “Finally — someone who gets it.”
Most brands aren’t doing that. They’re just blending into the buzzword soup and hoping the product demo can clean it up later.
This Is a Positioning Problem, Not a Copy Problem
Weak brand copy is almost always a symptom of weak positioning. When your internal narrative is muddy, your external message will be too.
Here’s the cycle:
- You sell to everyone.
- You write to no one.
- You default to safe language.
- You become one of many.
Sound familiar?
You can’t fix this with a better tagline. You fix it by owning a sharper, braver position — and building your messaging from that.
What Good Looks Like
Forget adjectives. Let’s talk sniff test:
- Would your competitor say this? If yes, delete it.
- Can your ICP repeat it in a meeting? If not, rewrite it.
- Does it sound like a person, not a whitepaper? If no, punch it up.
- Does it speak to a real tension in the market? If not, dig deeper.
Real brand strategy makes choices. It says “this is what we stand for” and “this is who we’re not.” That’s how you stop being part of the noise and start becoming the obvious choice.
Be the Brand Buyers Choose Before the Demo
Your buyers aren’t waiting to be educated. They’re forming impressions before they ever talk to sales. They’re looking for conviction. For clarity. For confidence.
Most of the market is still chasing feature parity and hoping their value props land.
You? You could be the one they remember — and trust — before the first call.
Want that kind of brand? Let’s make it happen.
We talk to your buyers. We know what they want. Let’s build a brand that actually says something.