DAVE HARDY
Transformative Leadership / Brand Strategy / Creative Direction

Steal These Ideas

Being bold isn’t easy. If it were, we’d see the evidence of it among the many and not the few. As a student of brand and creative strategy, I see the product of the connection between our fears and our tendency to embrace mediocrity. With 25 years building brands and teams in the agency space, I want to explore ways to see challenges as opportunities and to discover how to harness what holds us back.

Mastering the Art of Standing Out: The Paradox of Brand Differentiation

I recently spoke on a panel in Medicine Hat, Alberta, about the importance of brand differentiation in the agricultural sector. It’s always a great experience to connect directly with producers and hear their perspectives. The question I was asked most frequently? “Why differentiate?”

THE RELUCTANCE TO STAND OUT

Whenever I hear this question, my immediate reaction is this: there’s often a hesitation to stand out. In my experience, people tend to question why they need to differentiate the moment it feels uncomfortable. Instead of leaning into that discomfort, they pull back.

THE PSYCHOLOGY OF DIFFERENTIATION

I’m fascinated by the tension between our need to differentiate and how hard it is to do so from a human perspective. Neuroscience provides a helpful lens here, particularly the concepts of bottom-up and top-down attention. These two cognitive processes shape how we respond to stimuli, and they can help us understand why standing out feels so uncomfortable.

Bottom-Up Attention

This is the automatic, reactive way we process differences. It’s a built-in defense mechanism that alerts us to things that might signal danger or require immediate attention. In branding terms, this is how unexpected colors, shapes, or sounds grab our attention.

Top-Down Attention

In contrast, top-down attention is deliberate and goal-driven. It helps us sort the relevant from the irrelevant. Instead of reacting impulsively, we process information rationally to decide what matters to us.

THE CHALLENGE OF DIFFERENTIATION

Here’s the core problem: as much as we need to stand out to be noticed, we’re afraid to do so. Research shows that the desire to stand out has decreased over the past 15 years, fueled by heightened social anxieties and a stronger pull toward belonging.

In the world of branding, we need differentiation to thrive, get noticed and cut through the clutter, yet fear of rejection holds us back.

SO, WHAT CAN BRANDS DO?

Leverage Bottom-Up and Top-Down Attention

Applying these concepts to branding can help you navigate the tension:

  • Bottom-Up Attention: Design is a powerful tool. Use unique visual and sensory elements—distinct shapes, colors, or sounds—to immediately grab attention.

  • Top-Down Attention: Ensure your messaging is clear and relevant, so people understand why your brand matters. If your brand isn’t clear about its value, it risks being dismissed as “not useful.”

Strike a Balance

A strong brand finds harmony between these two approaches:

  • Be visually distinct to capture attention.

  • Be rationally clear to engage the mind.

Relying solely on visuals and design to differentiate can make your message feel superficial. Think of design as a way to amplify your narrative—not replace it. A compelling story ensures emotional triggers feel meaningful and authentic. You will need to embrace a mindset where polarizing reactions (“love or hate”) can work in your favour—controversy can create buzz but it is a risky play.

A strategic, purpose-driven message appeals to logic and reduces emotional resistance. This approach helps people understand why your brand is different and why it matters. However, clarity alone might not make your brand stand out. To avoid being overlooked, your message must be bold, innovative, and memorable—challenging, but essential.

THE REWARD FOR COURAGE

Differentiation carries risk. It requires stepping outside comfort zones and embracing the possibility of criticism. But for brands that dare to stand out, the payoff is significant: you can secure a unique position delivering long-term success.

In a world cluttered with messages, the courage to be different is your greatest advantage.

Dave Hardy