Is your competition really who you think it is?

Do you get caught down a rabbit hole of looking at what everyone else is doing around you? Do you spend hours scrolling to only feel doom? Do you see something and run with it believing it’s the best possible solution/option for your brand without having never considered it before?

If I could wave a magic wand and gift you the ability to focus on your own lane I would. To be able to know where you’re going confidently and not be swayed by anyone else I would.

The thing is…to run a business as a business this is what you need to get good at. I can’t tell you the amount of conversations I have about who’s doing what, how they’re doing it better than you, how your brand is failing or falling behind and the dreaded list goes on!

In this email I’m going to explain to you how you should look at competition and the amount you should consume and focus on. I’m also going to break down how you should think about your output and how your brand is perceived.

I could write war and peace on this but I only have so much space in this newsletter (I really break it down in the new membership content which lands in 2 weeks from now). 

One thing (or 2) I want to say before I get into it. This isn’t about your competition, this is about YOUR BRAND. I’m also not going to tell you how you can ‘beat’ your competition, I’m going to tell you how you can build a better brand. Common theme here?? Yes, you got it, it’s YOU. Not them!

Ok, let’s break it down.

When we talk about competition it’s natural to picture the obvious players for your brand - a few online brands doing something similar to you. But what if your biggest competitors aren’t who you think they are?

Let’s get in the mind of the customer - They aren’t just comparing you to businesses like yours - they’re comparing you to every interaction they’ve ever had, from how quickly their Amazon order arrived to the impeccable service they received from a brand they’ve just discovered. Your competition isn’t just selling the same product, it’s anyone setting the bar for customer experience.

I’m really big on customer experience and service. This isn’t just how you speak to them, it’s absolutely everything - your brand tone, your website navigation, your returns policy and lots more. How you deal with your customer throughout every single interaction with your brand is your customer service.

So what does this mean for your business?

The definition of competition has really expanded. You’re not just competing on price or product, you’re competing on experience, convenience, and values. You’re competing on a ‘feeling’, and realising this is crucial to your success.

Your competition could also be the opposite of what you’re selling. It could be the thing that presents as the other option to what you’re offering.

Your customers aren’t necessarily weighing up another brand with a similar product, they’re weighing up whether to buy it at all. Or…whether to use a different product altogether.

Here’s some examples of the latter:

Coffee Shops vs. Water Bottles
The rival to a coffee shop isn’t just another shop down the road. It could be a more health conscious approach or trend. For example, bottled water, smoothies, or trendy teas can lure caffeine loving customers away.

Loungewear vs. Jeans

With the rise in loungewear there is a threat to jeans brands and other types of clothing previously worn. The same for the matching footwear for example (trainers vs other types). Combined with more people working from home and opting for the ‘indoors’ life the threat to brands such as occasionwear are real.

Cards vs. not sending cards/e-cards

If you’re a card manufacturer your competition isn’t just another card retailer, it’s your customers deciding not to send cards or sending e-cards instead.

Gyms vs. YouTube Workouts
Gyms can of course compete with other fitness centres, but what about at home fitness apps. Or what about the recent rise in people using Ozempic to lose weight rather than going to the gym?

Changing behaviours and how you adapt is also key here.

Bookstores vs. Netflix
A bookstore’s biggest threat might not be another book shop, it’s people choosing Netflix, podcasts, or TikTok over a good book. It’s a change in usage, a change in trends. 

Restaurants vs. Home Cooking Influencers
As a hangover from lockdown, you can now get meal kit services offering DIY recipe tutorials. This is a threat to restaurants. 

Netflix CEO Reed Hastings actually said “You get a show or a movie you’re really dying to watch, and you end up staying up late at night, so we actually compete with sleep,”. 

Back to the rise in the experience economy…

Customer experience is what allows your business to add the highest value and therefore build a competitive advantage over others. You can’t get away with just offering good products at a good price, those days are well and truly gone.

The way you can provide something unique and valuable is to provide a good customer experience that is better than your competition.

Of course your product matters but it’s so much more than that now and not sitting up and noticing that is a real miss. It’s not just about the product anymore, it’s about the experience. 

Starbucks isn’t just selling coffee - it’s offering a place to work/meet, a personalised cup, and the convenience of a loyalty app. When customers experience that and that level of service becomes common place, they start expecting the same from every business they interact with, no matter the industry.

What else are you giving your community other than product?

I always describe this as the difference between the exciting people vs. the boring people you know (we all know some). The higher energy and engagement versus the brand that falls totally flat. Basically personality versus no personality. I know who I’d rather hang out with.

So how can you adapt and still stand out?

1. Look beyond direct competitors of course
Start by asking: Who else is vying for my customers’ attention, time, or money? It might not be who you think.

2. Learn from the best
Pay attention to what other brands’ customer experience and what makes it remarkable, and find ways to apply those ideas to your business.

3. Emphasise your unique value
What sets you apart? Whether it’s free shipping, or ethical sourcing, make sure your customers see the value in choosing you over competitors, even the unexpected ones. Don’t be afraid to talk about these things more aggressively - really state your point.

4. Keep adapting
Customer expectations evolve constantly. Stay up to date with trends, technology, and feedback so you can adapt and stay ahead all the time.

How can you make sure this runs through your content strategy and branding?

Your content should position your business as not just a product but as a valuable part of your customer’s broader lifestyle.

1. Tell your brand story to build emotional connection

Customers want to connect with brands that resonate with their values and experiences. Share the why behind your business - why you started, what drives you, and how your product fits into their lives. This humanises your brand and makes it harder for competitors to pull your customers away. The human element is so important.

2. Showcase the experience, not just the product

Your content should highlight the experience of interacting with your business. Your images, videos, and reviews/UGC should show how your product enhances a customer’s life.

This is often about bringing your product into real life, not just a carefully curated image shot in a studio. 

For example a brand selling nightwear/loungewear could share a cosy video of a customer curled up with a book, tea in hand, and their dog by their side.

It’s about how your product fits within their life and the job it’s doing for them.

By focusing on the emotional and experiential benefits, you set yourself apart from transactional competitors (and wow there are a lot of them!).

3. Focus on personalisation

Incorporate personalisation into your content. Use data from your customer interactions to create targeted messages that feel relevant and tailored to their needs - this is all about knowing your customer. This could include:

• Emails featuring products that complement their previous purchases.

• Ads showcasing items related to their browsing history.

When customers feel seen and understood, they’re less likely to stray to a competitor - even one offering lower prices or more convenience. Everyone wants to feel seen.

4. Offer educational and value driven content

Position your brand as a thought leader or problem solver in your space by sharing helpful content that answers your customers’ questions or improves their lives.

This type of content helps you build trust and stay relevant, even when customers aren’t actively looking to buy. It’s all part of the nurturing process and that’s a step you can’t skip!

5. Engage in conversations about shared values

If sustainability is important to your audience for example, reflect that in your content. Showcase how your business is making a positive impact, whether it’s reducing your waste, supporting local communities, or the materials you use.

For example, Patagonia doesn’t just sell outdoor gear, it shares stories about conservation efforts, inspiring customers to align with its mission.

6. Tap into social proof and customer advocacy

Use reviews, testimonials, and user generated content to build trust and highlight the positive experiences customers have had with your business.

When we buy anything we want to know that there are other people out there just like us doing the same thing. It’s not something we even consciously look for, but it’s a necessary.

When customers see others choosing you, it strengthens their loyalty and reduces the temptation to explore alternatives. Spend 2 minutes thinking about something you’ve purchased where this is true, I’m sure you can think of more than one.

7. Pay attention to trends and feedback

Use customer feedback to guide your messaging and ensure your content continues to resonate.

Regularly analyse what’s working and what’s not in your content. Keep an eye on competitors, both expected and unexpected, and adapt to changes in customer expectations. 

It’s all about the bigger picture

Competition today isn’t just about who offers a similar product, it’s about anyone who sets the standard for what a great experience looks like. Businesses everywhere are influencing your customers’ expectations an focussing on just your ‘natural’ competitor is a mistake.

By thinking beyond your direct competitors, focusing on the customer experience, and staying adaptable, your business will grow.

Fixating on them will only drain your energy and take your attention away from your own brand.