How Can My Business Stick Out in a Saturated Market?


We waited 30 minutes in line.  We fanned ourselves in the warmth of the California sun and debated which flavor doughnut was best.  In honor of National Donut Day, the team took a break to celebrate midday, but we had no idea we’d be standing in a long line at 11:15 on a Friday morning.  This was because we weren’t standing in line for a doughnut, we were standing in line for a Sidecar doughnut.  It was less about a delicious confection of sugar, as much as it was indulging in an experience.

And an experience is the foundation of a powerful brand.


How can I stick out in a saturated market when my business has so many competitors?  I get asked this question quite often.  As in, all the time.  I’m sure the entrepreneurs who opened Sidecar asked themselves the same question, but they answered it by flipping the script entirely.  They don’t compete with doughnuts, they define their business as a community connected by doughnuts.  That difference?  That’s how they foster their brand.

Last week I hosted a free online branding class and I explained how creating a specialized experience defines your brand, regardless of how many competitors your business has.  Your business should offer a product or service targeted to a specific group of people, be provided in your unique way, and use copy to attract customers who trust you’re solving a problem, helping them achieve something, or diminishing fear.  Once you define your market, define who you’re unique qualified to service and define your purpose, your business will immediately stand out.


Make no mistake:  This is hard work.  But the good news is that it pays off and if you don’t believe me, just ask the thousands of people who stood in line for half an hour for doughnuts from Sidecar.  They waited longer, paid more, and chose its doughnuts because they weren’t buying sweets, as much as they invested in an experience.  And an experience is the foundation of a brand and the catalyst to mind-blowing growth.

I look forward to seeing how you specialize your business soon!

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  1. Alice C.

    June 6th, 2016 at 9:53 pm

    Great advice! Definitely something I need to work on. Figuring out who I’m uniquely capable of serving is the first big step I am working on 🙂

  2. Summer Brander

    June 6th, 2016 at 11:19 pm

    Thank you for always putting into words EXACTLY what I’m thinking & for assisting in putting my bootie into gear!

    Sincerely (Heart Emoji Inserted Here)
    Summer B.

  3. Jaye

    June 8th, 2016 at 8:18 pm

    Community connecting by doughnuts. I like it! As always, great stuff, Jasmine.

  4. Laurelyn

    June 14th, 2016 at 2:12 pm

    I needed to hear this today, THANK YOU for sharing! Working on honing my client experience + my brand voice because I know the combo of these two things is the most powerful marketing a business can have 🙂

  5. George Pennock

    July 30th, 2016 at 9:51 am

    Great advice Jasmine. I focus on weddings mostly but also advertise for portraits, events, baby shoots etc. Would you recommend only promoting the one service?

  6. Northern Ireland Wedding Photographer

    September 23rd, 2016 at 9:10 am

    Excellent advice as usual thanks for sharing and who doesn’t love doughnuts!

  7. Elaine

    November 28th, 2016 at 3:55 am

    Thank you. Needed this one!

  8. Paul Keppel

    November 28th, 2016 at 4:45 pm

    Great article, where I live is very saturated so its trying to stand out from the crowd.

  9. Martin Makowski

    December 11th, 2016 at 7:31 pm

    Great article Jasmine. I just came across your blog and already found many useful tips.

  10. Hochzeitsfotograf

    January 15th, 2017 at 4:20 pm

    Great article, thank´s Jasmine!