Stand Out in a Crowded Market

Yolande Coombes Psychologist, Coach & Facilitator

In today’s competitive business landscape, standing out from the crowd is more important than ever. 

With countless options and choices available to consumers and clients, capturing their attention and winning their hearts can be daunting.

But fear not! A compelling core story is a secret weapon to set your business apart. A core story is more than just a narrative; it’s the soul of your business, the essence of your brand, and the key to connecting with your target audience (and your employees) on a deeper level.

So, what exactly is a core story?

At its core (pun intended), it is the authentic and unique tale that defines your business’s purpose, values, and mission. It’s the story that sets you apart from your competitors and emotionally resonates with your customers and staff. It’s the story that captures their hearts and minds and compels them to choose you over others.

Creating a core story can guide all your marketing messaging and empower you to connect with people throughout the customer journey. It also helps your employees connect with what they do.

Here are ways in which a strong core story can help your business stand out in a crowded market:


Differentiation: A compelling core story can be your differentiating factor in a crowded market where businesses offer similar products or services. It can help you discover a unique identity that distinguishes you from the competition. For example, consider the story of Lululemon, a yoga-inspired, technical athletic apparel company for women and men. Their core story revolves around putting customer insights in the center of everything they do — from product design to branding and selling experience. They believe so much in their product they are challenging lookalike products, known as “dupe” or duplicates. Which is why, last weekend, Lululemon hosted a “Dupe Swap” at its store in Los Angeles’s Century City Mall, encouraging customers to bring in their dupes of its incredibly popular Align pants, to trade in for the original.


Emotional Connection: Humans are emotional beings, and emotions play a significant role in our decision-making process. A compelling core story can tap into the emotions of your target audience and create a solid emotional connection. Customers who feel emotionally connected to your brand are more likely to choose you over your competitors.  An example is the core story of “Dove,” the personal care brand. Dove’s core story revolves around real beauty and self-acceptance, which has struck a chord with their target audience and helped them build a loyal customer base that resonates with their values.


Attention-Grabbing: In today’s fast-paced world, capturing the attention of potential customers is a significant challenge. A compelling core story can be a powerful tool to grab attention and create buzz around your business, as with “Ben & Jerry’s”, the ice cream brand. Ben & Jerry’s core story revolves around their commitment to social activism and unique flavours, which has made them a beloved brand known for its creativity and quirkiness. Their core story has captured the attention of consumers and media alike, generating buzz and word-of-mouth marketing.


Talent Retention: A core story can help your business attract and retain top talent. In today’s competitive job market, potential employees seek a salary and a sense of purpose and meaning in their work. A compelling core story can communicate your company’s values and culture, attracting like-minded employees passionate about your mission. For instance, Patagonia’s core story is about its commitment to environmental sustainability and social responsibility, which has helped them attract and retain a highly dedicated workforce.


A strong core story is a game-changer for businesses looking to stand out in a crowded market. It helps differentiate your business from competitors, creates an emotional connection with staff and customers, and grabs attention in a noisy world. It can also help you attract top talent. So, craft a compelling core story that authentically represents your brand and resonates with your target audience. Remember, your core story is not just a narrative; it’s the heart and soul of your business that can make you truly stand out and win the hearts and minds of your customers.


Contact us to see how your organisation can use story to connect people to strategy in a way that drives ownership.

The Core Story are innovators in the transformation of business performance enabling leaders to engage hearts and minds and bring strategy to life for everybody, everyday. We are an imaginative force transforming leadership. Specialising in human centred leadership and strategy, we partner with clients to establish their strategy story and bring it alive throughout the organisation.

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