The parrot opens its beak and lets out a sound. “Coo! Coo!”, it squawks, but its voice gets lost in the crowd. Talk about anticlimactic. It’s just repeating what the pigeons were saying. Unfortunately, it doesn’t matter how flashy the bird looks if that’s where its uniqueness ends. The mystique is shattered, and you move on with your day.
The problem is, when vendors play it safe with their messaging, their channel marketing efforts run into exactly the same issue, making their campaigns forgettable and uninspiring. Echoing what everyone else is saying will do more harm than good, sabotaging your chances of success.
Not sure where you stand? Before we move on, let’s do a quick reality check:
If your campaign…
Could have your competitor’s logo swapped in without anyone noticing
Relies on generic phrases like ‘drive transformation’ or ‘unlock value’
Looks great, but doesn’t give partners a clear way to use it
…It’s a parrot.
Time to Spread Your Wings
Of course, both birds are hard to miss, but unlike the parrot, the peacock fully embraces its individuality. You won’t hear it repeating the same phrases as the pigeons. In fact, its distinctive calls are instantly recognizable, cutting through the noise, even when the peacock is nowhere to be seen. If that isn’t a great example of building an original identity, we don’t know what is!
Still don’t believe us? Let’s put this to the test.
Typically, ‘parrot’ partners struggle to sell because they don’t have clear, differentiated messaging, confidence in how to position it, or content that actually helps them start a conversation. In fact, when they look at most partner portals, they’ll probably start noticing a pattern: same headlines. Same promises. Same ‘innovative, leading, end-to-end’ solutions. Before long, it all blurs into one. Therefore, if you’re a parrot looking to evolve into a peacock, you’ll need to begin with a shift in mindset.
For example:
From: “Are we on brand?”
To: “Would anyone actually care?”
From: “Have we included everything?”
To: “Is this usable in a real conversation?”
From: “Does this look like us?”
To: “Does this sound like everyone else?”
Stand Out (Without Just Shouting Louder)
Once you’ve started asking yourself the right questions, you can begin putting together a campaign that will bring customers flocking. Here are five things to consider that will make a big difference:
- Say something specific: Generic messages feel safe and boring. Specific messages stick in people’s minds long after they’ve read them.
- Make it usable: If a partner can’t use your messaging in a conversation tomorrow, it won’t get used.
- Show, don’t just tell: Claims aren’t convincing. Case studies, real-life scenarios, and actual conversations will help sell the story.
- Inject personality: B2B doesn’t have to mean beige. The brands that win are the ones that feel authentic and human.
- Build an experience, not just an asset: The best campaigns don’t just sit in portals. They guide partners on what to do next, giving them everything they need to sell effectively.
Make Your Uniqueness Your Competitive Advantage
Burger King
Nike
Mastercard