Find a company's uniqueness

Every iconic brand, from Apple to Patagonia, started with a single truth: they knew exactly what made them different. Not just better. Not louder. Not shinier. But different in a way that mattered to their audience.

When I first began serving leaders and entrepreneurs, I quickly noticed that many were buried in sameness, repeating tired taglines, mimicking competitors, and chasing trends. But magic happens when a business embraces its own voice. I once worked with a boutique creative agency that felt invisible in a sea of similar offerings. After a series of deep-dive sessions, they discovered that their real power wasn’t in their design portfolio but in their radical commitment to working only with mission-driven brands. Once we leaned into that, their messaging shifted, their energy soared, and clients began to seek them out.

Let me be clear: the key to a legendary brand and marketing is not to focus on pushing the product or service, but rather to get the client or audience to invest in the feeling of what life would be like if they had what you are offering. Get people to invest emotionally in the dream before it's a reality. What would life be like if they had it?

So let’s start where every brand should: by understanding its unique heartbeat.

Understanding Uniqueness: Defining What Truly Sets You Apart

In the business world, “uniqueness” isn’t about being quirky or outlandish. It’s about identifying the specific blend of values, perspectives, and offerings that make your company unmistakably you. It’s your brand DNA.

And it’s essential. Because in a market flooded with options, customers don’t just want choices, they want connection. They want a story they can see themselves in.

Common trap? Thinking of uniqueness means inventing something no one’s ever done. False. You can sell candles or offer products like a thousand others, but how you do it, why you do it, and who you do it for make all the difference. This gives structure later on in creating the brand voice and personality, which should always be a range that mirrors these factors.

Engaging the Client: Sparking Self-Discovery Through Dialogue

Helping clients uncover their uniqueness isn’t about presenting a worksheet. It’s about sparking revelation.

I always begin with a genuine, open conversation, no scripts, no expectations. Just curiosity.

Here are some of my go-to, soul-searching prompts:

• “What made you start this business?”

• “What do clients thank you for most often?”

• “When do you feel most alive in your work?”

• “If there was only one thing you could give to people, what would it be?”

• “What do you want to change most about how people think?”

It’s amazing what bubbles up. And as they speak, I listen very deeply. Not for buzzwords, but for energy, patterns, stories. Because that’s where the gold is. Often, they are surprised by what they discover about themselves.

---

Deep Dive into Company Values: The Moral Compass of Your Brand

If uniqueness is the engine, your values are the fuel.

Encouraging clients to articulate their values and mission often unlocks clarity. I invite them to tell stories about early failures, proudest wins, and the moment they knew they were “all in.”

From there, we map how those stories reflect their brand DNA. For example: If integrity or giving back to the community keeps showing up, that’s not just a virtue... It’s a branding pillar.

Analyzing the Market Landscape: Knowing the Noise to Stand Out

Once we understand who the client is, it’s time to look outward.

We examine competitors, not to imitate, but to understand what’s already being said (and what’s missing). We identify white space and spotlight where our client fills it like no one else.

I love hosting collaborative brainstorms here. Sometimes overlooked differentiators pop up when a team member casually says, “Well, no one else offers monthly check-ins as we do.” Boom. That’s your edge.

---

Gathering Feedback: The Hidden Treasure Trove

You know who knows what makes your brand unique? The people experiencing it.

We tap into the voices of clients and employees with smart surveys, honest interviews, and open-ended questions like:

• “What made you choose us over someone else?”

• “What’s one word you’d use to describe our team?”

The goal: make it safe for people to be real. Because of that honesty, you’ll uncover language and perceptions you must weave into your messaging. Once the groundwork is laid, we craft the UVP: a powerful, punchy statement that communicates exactly why someone should choose you.

An effective UVP is:

• Clear – No jargon.

• Specific – Focused on benefits, not features.

• Emotionally resonant – It makes your audience feel something.

Example: “We help overwhelmed entrepreneurs turn chaos into clarity by teaching them to lead with confidence, not guesswork.”

That’s not just a tagline. It’s a truth bomb.

---

Showcasing Uniqueness in Marketing: Turning Insight into Impact

Now comes the fun part, infusing your newfound uniqueness into every marketing touchpoint.

• Your website? It should breathe your UVP.

• Your emails? Sounds like your actual voice.

• Your social media? Echo your values, not just promote services.

One client in the health space leaned into her quirky humor and deep empathy. We revamped her content to reflect both, and suddenly, her Instagram became a safe haven for thousands who felt “seen.”

Uniqueness is your magnet. Use it.

Continuous Reflection and Evolution: Uniqueness Is a Moving Target

Let’s not pretend this is a one-and-done exercise.

As your business evolves, so will your uniqueness. That’s a good thing.

Build in rituals, quarterly brand reviews, annual vision resets, and customer check-ins to stay aligned. Keep listening. Keep refining.

Because the brands that thrive are the ones that grow with intention.

---

Embrace What Only You Can Offer

Let’s recap:

• Uncovering uniqueness isn’t fluff; it’s foundational.

• It shapes how you show up, who you attract, and how deeply you connect.

• And it’s the first step toward building a brand that isn’t just seen, but felt.

Self-awareness isn’t just personal growth; it’s a business strategy.

Now it’s your move. What’s one story, one value, or one differentiator you’ve been hiding that deserves the spotlight?

Share your reflections with me, I’d love to hear them. And if you’re hungry for more strategies on how to turn your brilliance into branding gold, subscribe for insights that make your brand unforgettable.

Your uniqueness isn’t a liability. It’s your superpower.

Let’s use it.