The brand that gets remembered is the brand that gets bought. Think about that for a moment. Is your brand memorable or easily forgotten?
I recently read this quote: 71% of B2B marketers think their messaging is unique, but 68% of buyers say all brands sound the same. (Source: Dentsu) OUCH!
Many of us were taught or have had experiences that being different was a bad thing. But on LinkedIn? It’s the secret to winning business.
If you’ve ever worried that standing out feels uncomfortable, you’re not alone. But standing out doesn’t mean you have to go crazy or change who you are. In today’s newsletter, I’ll share a simple, practical way to figure out what makes you different.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
Why Being Different Matters on LinkedIn
With over a billion members, LinkedIn is overflowing with smart, experienced people. If you want B2B buyers to notice your brand, you can’t just be another face in the crowd. When you look and sound like everyone else, you disappear in the scroll.
This isn’t about shouting the loudest or becoming something you’re not. It’s about creating a lasting place in your audience’s mind, so when they need someone like you, they remember you.
5 Questions to Discover What Makes You Different
If you’re thinking, “But I don’t know what makes me different…” Here’s a framework I use with my clients (and myself!) to find their edge:
1. What do people consistently compliment you on?
Check your LinkedIn recommendations, client feedback, or testimonials. Look for patterns. (You can even run them through ChatGPT if you want a shortcut.)
2. Where do you break the ‘industry rules’ without even thinking?
Where do you naturally challenge outdated advice or conventional thinking? Not for attention, but because you believe it’s better?
3. What do you believe deeply that others often ignore or disagree with?
This is pure gold for differentiation. Example: I stand firmly against growth hacks and automation tricks. My promise? B2B Growth. No Hacks!
4. If your ideal client were choosing between you and five others, why would they pick you?
Be specific. Go beyond “I care about my clients”. Dig into your approach, your experience, and your values.
5. What personal trait do you bring into your work that most others don’t?
For me, it’s empathy and genuine care for my clients’ success. What’s yours?
Turn Your Insights Into Action on LinkedIn
Once you uncover your “different,” it’s time to weave it into your LinkedIn presence:
- Banner: Choose 3–5 words that represent your unique edge.
- Headline: Sprinkle in traits or strengths that set you apart.
- Featured + About Sections: Tell your story in a way that feels true to you.
And don’t forget: If you don’t have recent LinkedIn recommendations, make it a priority to request 2–5 new ones. (They’ll not only boost your credibility but give you fresh insights into your strengths.)
Final Thoughts
Standing out on LinkedIn doesn’t mean you have to overshare, do stunts, or chase the algorithm. It means being unapologetically yourself, grounded in what makes you genuinely valuable.
If you need a hand discovering your “different” or updating your LinkedIn profile to reflect it, my Power Hour or Profile Rewrite services are here to help.
Cheers
PS Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
