I once knew a dairy farm owner who could make her cows follow her around like puppies.
All she needed to do was get a couple of them to walk with her, and the whole rest of the herd would follow to see where they were going.
After all, they didn’t want to miss out on anything… like maybe some fresh green grass or alfalfa!
People are like this, too.
If you get a few of them to follow you, then the rest of the herd will follow, too.
Not that I’m calling your customers cows, or anything, but it works the same way with people as it does with cows.
People like to fit in. That’s why they buy the same clothes, get the same tattoos, and follow the same trends.
True, everyone thinks they are following their own drummer, but in reality they are following patterns and doing what the other cows– err, I mean people– are doing.
To stand out from the crowd and grow your own herd of customers, you’re going to have to be different. Generic, cookie-cutter marketing won’t cut it.
Here’s a perfect example: You see all these online gurus standing in front of mansions with Lamborghinis, and can you tell them apart? Nope. They all look the same.
But what if you’ve got someone who’s working in the garden, wearing rubber boots and planting vegetables? Well now, this person definitely doesn’t look like all the mansion-owning Lamborghini-driving gurus, does he?
What if you have someone who is always pictured on her motorcycle or flying her plane? Again, she stands out from the crowd.
Here’s what I’m getting to…
To attract a crowd of customers, you’ve got to stand apart from the crowd. Look at what every other person in your niche is doing, and then do something different.
Heck, do the REVERSE.
Be a leader not just in your thinking, but also in how you allow yourself to be seen.
Sometimes being different than your competitors is truly your biggest advantage.
People will not only pay attention to you, but they will remember you and talk about you, too. Unlike all the other people in your niche who become a blur, you are the unique one who stands out, gets noticed and gets followed.
But how do you do this in a saturated digital landscape where everyone is trying to be “authentic”?
The Science Behind Standing Out
According to recent research from FTI Consulting, 92% of professionals say they are more likely to trust a company whose senior executives are active on social media. Companies with at least four active executive leaders experience a 38% higher digital impact than those with fewer active leaders.
But here’s the kicker: when business leaders post authentically, their content generates three times more comments and double the engagement compared to company pages. The key word here is authentically.
As brand strategist Victoria Boyd notes, “In 2025, the algorithms have evolved. The market has matured. And your potential clients? They can smell manufactured authenticity from a mile away.”
Modern Ways to Embrace Your Weirdness
Be Controversial (But Smart About It)
You could be controversial. Everyone loves the British Royal Family, right? Well, not David Icke. He has millions of fans worldwide who tune in to hear him talk about his unconventional theories. Not my cup of tea, but it’s working for him.
The key is being controversial about ideas, not people. Take positions on industry practices, challenge conventional wisdom, or advocate for underserved causes.
Be the Anti-Guru
You could be opposite. Like we discussed earlier, if everyone in your niche is standing in front of a mansion with a sports car, you get down in the mud and become the anti-guru.
Take Amanda Quick, founder of Small Business Cultivator. Instead of the typical “hustle harder” messaging, she focuses on sustainable growth and authentic business practices. By positioning herself as the opposite of burn-out culture, she’s built a loyal following of entrepreneurs who value balance over bragging rights.
Play to Your Unique Strengths
Are you particularly funny? There is hardly a niche that wouldn’t appreciate some humor. Humor breaks down barriers and creates instant connection.
Are you particularly creative? Let your website, your words and everything about you show just how creative you are.
Do you have an unusual hobby, like skydiving or competitive chess? Use it. If I’m looking for information on plumbing, and 9 plumbers all look the same and all tell me what a great job they do, and the 10th plumber is pictured jumping out of a plane holding a wrench to fix my plumbing problem, I’m calling him. Just sayin’.
Own Your “Guilty Pleasures”
Do you love something others are afraid to admit they like? Maybe you’re a closet Barry Manilow fan, or you’re obsessed with reality TV. Say so! You’ll suddenly become the most interesting person in your niche.
Share Your Unconventional Beliefs
Do you believe that traditional business hours are outdated? Or that certain industry “best practices” are actually harmful? Say so! A segment of people who either A) believe as you do or B) are curious about what you have to say, will follow you.
Building Micro-Communities Over Mass Appeal
While many brands chase viral content and mass awareness, successful differentiated brands focus on cultivating loyal niche communities. These micro-groups often become the loudest advocates and most consistent buyers.
As marketing expert Dan Gartlan notes, “Future-proof brands focus on micro-community loyalty, not just mass awareness. Engaging with specific communities—rather than broadcasting to the masses—leads to more authentic interaction and longer-term growth.”
Research from HubSpot shows that emotionally connected customers have a 306% higher lifetime value. The key is creating genuine connections with people who truly resonate with your unique perspective.
The Consistency Factor
Sasha Clark, founding partner at Clutch Creative Marketing, proves that consistency trumps perfection every time. She batch-films 30 TikTok videos in one sitting each month, posts daily, and shows up authentically rather than chasing trends.
Her mantra? “Posted is better than perfect. Waiting for the perfect post or message leads to no action at all.”
Her consistency has paid dividends, shortening sales cycles by 50–75% when clients find her through social media. The lesson: momentum matters more than perfection.
Navigating the Digital Authenticity Challenge
In today’s saturated digital landscape, being weird isn’t just about standing out—it’s about staying real in a world of manufactured personalities and AI-generated content.
Brett Calhoun, general partner at Redbud VC, built his reputation by thinking differently and sharing bold, sometimes unpopular opinions. “Thinking about the world differently gets noticed,” he says. His willingness to speak honestly didn’t just win him recognition—it accelerated founder referrals, investor interest, and national press mentions.
The key is building what brand strategist Brandi Spurling calls “a brand you can live, not just post.” She explains: “I never wanted someone to see me on stage and then get whammied when we met off of it. Online, we can edit, pause, and polish. But in person, we’re asked to be honest in real time.”
Practical Steps to Monetize Your Weirdness
1. Identify Your Authentic Differentiator: What genuine aspect of your personality, background, or beliefs sets you apart?
2. Create Content Consistently: Share your unique perspective regularly across your chosen platforms.
3. Build Your Micro-Community: Focus on attracting 1,000 true fans rather than 100,000 casual followers.
4. Stay Agile: Be ready to evolve your messaging while staying true to your core identity.
5. Measure Emotional Connection: Track engagement quality, not just quantity. Are people genuinely connecting with your content?
Frequently Asked Questions
What is authenticity in personal branding?
Authenticity in personal branding means aligning your public presence with your genuine values, personality, and beliefs. It’s about being consistently yourself across all touchpoints, rather than creating a manufactured persona for marketing purposes.
What are the 7 pillars of personal branding?
The 7 pillars typically include: Purpose (your why), Positioning (your unique space), Personality (your authentic self), Story (your narrative), Associations (your network), Specialization (your expertise), and Consistency (your reliability across all platforms).
What is the future of branding in 2025?
Branding in 2025 focuses on authentic purpose-driven connections, micro-community building, emotional engagement, and agile adaptation to changing markets. Brand authority isn’t optional—it’s essential for survival in saturated markets.
What is the 3-7-27 rule of branding?
The 3-7-27 rule suggests that people need to see your brand 3 times to notice it, 7 times to remember it, and 27 times to take action. This emphasizes the importance of consistent, repeated exposure in building brand recognition.
Your Weird Advantage
People need leaders, and they want their leaders to be different from the rest of the herd. This allows them to feel different from the herd, too, even though they are one of thousands following this same person.
No matter how odd, weird or unconventional your niche or passion, you can build a following if you play to your ‘weirdness.’
Honestly, I think the weirder you are, the better. I’ve seen online marketers cultivate their weirdness and eccentricities into million-dollar fortunes, and there’s no reason you can’t do it, too.
Plus it’s fun—you get to ‘let it all hang out’ and see who follows you.
It’s satisfying to know that your weirdness is being embraced by your own community—a community that will follow you anywhere.
In a world of increasing sameness, your weirdness isn’t just an asset—it’s your competitive advantage. The question isn’t whether you should embrace it, but whether you can afford not to.
Remember: in 2025’s saturated marketplace, different isn’t just better—it’s essential for survival. Your weird is your wealth. Use it wisely.
