Every brand has aspirations to “break the internet” and develop the cult-level fame status of brands like Supreme, Cartier, or Apple. But what does it truly take to be different in a crowded field?

More than just an outward public image and a chic logo (though they are important elements!), differentiating your brand comes from within. When done right, good differentiation can elevate your brand, justify premium pricing, make you stand out from competitors, and encourage customers to exclusively engage with you.

Here are six proven ways to instantly up-level your brand whether you’re starting from scratch or have been around for a while.

When your brand name is dropped in a room, is there a positive or negative association? Does it inspire awe, disgust, or worse, indifference? The best brand names, like Fenty Beauty, for example, roll off the tongue and leave a lasting impression.

Good brand names are:

Short and catchy

Memorable and distinguishable

Manageable (i.e. via spelling, pronunciation, abbreviation, etc.)

Free from misrepresentation and negative connotations

In the case of Fenty, it is Rihanna’s actual surname and besides having a memorable direct association with the singer, it meets the above criteria.

Connect with your consumers on a personal level. Get vulnerable. Is it your founding story, business triumphs, or industry hardships that differentiate you? What perspective do you have that your competitors don’t?

Whether it is a commitment to ethical practices, superior company culture, or proprietary technology, give your consumers a glimpse of what it’s like behind the curtains. Emphasize clearly that you are reliable and have their best interests at heart. Build that personal connection to get them to build consumer trust.

One great example of transparent messaging is by the company Ro, which treats a variety of sensitive health conditions like erectile dysfunction and hair loss. On their website, they have a statement of transparency to underscore their company promise and ethos. They very clearly define the problem in the healthcare industry which they’re tackling, Ro’s approach to it, and how they are the ideal solution.

One easy way to differentiate yourself is to have more variety in your product. If you’re certain that your product is the best in class, look deeper and see where the gaps are in the playing field. In other words, figure out what your unique selling point can be.

For example, if your competitor has a cookware set but they only offer 3 colors, differentiate yourself by carrying 5 colors for your cookware option. If your competitor’s SAAS service doesn’t offer white-glove customer service, add that to your product offering. The point is to figure out your advantage over competitors and beat their existing options.

If you’re playing it safe with your messaging…don’t. Shock value is your friend.

If you’re the best at something in your industry, state that in your proposition. Zero in on what competitors are missing and call out why you are the perfect solution. If you have brand heritage, weave that into your brand messaging. Conversely, if you are the underdog brand against the big guys i.e. David & Goliath, then emphasize that aspect.

Take, for example, the brand Caraway. They capitalized on their Internet fame and propped it right up on their website along with numerous magazine endorsements. This is a great example of “if you have it, flaunt it” in action. Don’t be afraid to use those hard-earned testimonials!

One messaging trap to avoid is comparison. Don’t compare yourself with competitors and name-drop them. You want to keep things focused on your brand and ensure that attention is not diverted to the competition. After all, you’re building a case for your brand; no one else is worth mentioning.

Are you mature and informative? Or playful and light-hearted? Whatever it is, express it well and you’ll draw people to you. After all, 89% of shoppers are loyal to brands that share their values. If a consumer develops a rapport with the brand, factors like the price will be less likely to sway them.

Take, for example, Glossier. Their identity is based on confident user-centric product friendliness. They proudly advertise their origins through their beauty website, Into The Gloss, talk openly about their excitement to create new products in the world, and finally, reiterate that user communication is what propels them. Their confidence in their products enabled them to expand into brick and mortar and sell-out repeatedly.

What’s in a brand palette and logo? Well…a lot. If you own a physical product, shelf psychology plays a major factor in consumer decisions. Think of how your brand shows up in relation to competitors on the shelves and make sure your design can check off the following areas.

It’s worthwhile to invest in designing a robust visual design system so that your brand personality and vision can be accurately conveyed. After all, it’s how major brands like Apple, Microsoft, and Tiffany & Co have trademarked themselves throughout the years. Strong design builds instant recognizability and connection.

Breaking out of the crowded brand field isn’t as difficult as you may think. With a few time-tested strategies and creativity, you can be well on your way to standing out in the crowd and beating out competitors.

Choose an appropriate brand name (and look to potentially rename if brand equity is weak).

Be transparent with your strengths.

Zero in on any gaps and fill them in with your unique solution.

Be bold and daring in your brand expression.

Build a distinct brand personality.

Be visually distinct.

Implementing multiple of these steps will push your brand in the right direction to becoming a household name.