In highly technical or complex industries—think software providers, industrial or manufacturing operations, scientific startups, or multi-layered member-based organizations—it’s natural to want to ensure that you show up favorably against your competition.
That attempt at creating an “apples to apples ” match sometimes compels organizations to mimic competitors’ tactics and keywords. And as AI-assisted content, imagery, and workflows become increasingly common, it’s easy to generate aggregated, general information that ticks similar boxes as buying teams compare solutions.
But when many voices are aggregated together, ultimately, they all sound the same. Your unique message and value can get lost.
So, how do you humanize your established, complex, or technical brand—and avoid sounding like every other competitor in your space?