In a Sea of Sameness: How to Nail Down What Makes Your Brand Actually Unique

If you’ve ever found yourself staring into the abyss of your competitor landscape, thinking, “Wait, what actually makes us different?” You’re not alone.

In the world of business and branding, you’ll come across all sorts of terms: value proposition, USP, brand promise, points of difference, positioning. It’s a buzzword bonanza out there, and it’s easy to get tangled. So let’s untangle.

Because while everyone agrees it’s crucial to stand out, very few know how to pinpoint what makes their brand truly special, and even fewer know how to communicate it clearly.

Let’s break it down. No fluff. Just the good stuff.

First Things First: Points of Parity vs Points of Difference

Points of Parity

These are the expectations your customers already have about your category. They’re the givens. The “of course you do that” stuff.

Let’s take the classic British pub. What do we expect?

• A decent pint (or three)

• Bangers and mash, fish and chips, maybe a Sunday roast

• Familiar faces and friendly banter

• That slightly sticky carpet you’ve grown fond of

• Quiz night

These are points of parity, the shared standards across your industry. If you don’t meet them, you’re not even in the running. They’re not what makes you different. They’re what makes you belong.

Points of Difference

Now we’re getting spicy. Points of difference are the value adds, the twist, the flavour, the experience that’s uniquely yours.

So, let’s imagine you’re opening a pub down the road from three others. You all serve pints, food, and football. Why would people choose yours?

Here’s where you can stand out:

• You host an indie vinyl night every Thursday

• You run networking breakfasts for freelancers

• Your Sunday roast is actually better (and locally sourced)

• You’ve got proper table service while others make you queue at the bar

• You run charity quiz nights or showcase local artists

That’s your difference. It’s your spin, your personality, your unexpected twist. It’s the reason people walk past the others and into your doors.

So, What’s a Value Proposition, Then?

Your value proposition (also called your unique selling point or brand promise) is your big idea.

It’s the thing you do best, the reason your brand exists, and the way your customers feel when they interact with you. It’s not just about what you offer, but the benefit that you consistently deliver.

Think of it like this:

Your value proposition is what people remember you for.

Your points of difference are how you keep them coming back.

Let’s say your pub’s value proposition is:

"A community-first pub where everyone belongs, good food, good laughs, good people."

That becomes the lens you use to make decisions:

• Do we hire friendly, community-minded staff? Yes.

• Do we support local initiatives? Yes.

• Do we cut corners on quality? Nope. Doesn’t align.

Everything flows from that central promise.

How to Find Your Brand’s Uniqueness

Not sure where to start? Here's your Doing Word cheat sheet:

1. Map Your Points of Parity

List out the basics of your category. What are people expecting from a business like yours? This is your baseline.

2. List Your Points of Difference

What are you doing differently? What small touches make your experience, service, or product unique?

3. Clarify Your Value Proposition

What’s the one thing you want to be known for? What’s the emotional or functional benefit you deliver better than anyone else?

4. Test It

Would your customers say the same? Ask them. Review your testimonials. What patterns do you see in what they appreciate?

Bottom Line? Don’t Just Be Better, Be Different

In a sea of sameness, sameness sinks ships.

• Different gets remembered.

• Different builds loyalty.

• Different sparks word of mouth.

You don’t need to reinvent the wheel, you just need to own it, light it up, and show the world how fast it can go.

And if you’re feeling stuck or unsure how to articulate your difference or define your value proposition, that’s what The Doing Word is here for.

We turn big ideas into brave brands that move people to act. Let’s build yours.

Download Your Worksheet, here.

TheDoingWord_BrandDifference_Worksheet.pdf.pdf

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