Every business claims uniqueness. Their service is unmatched, their team is world-class, and their product is nothing short of revolutionary.
And they have the slogans to show for it:
“We care about our customers.”
“We’re innovative.”
“We’re different.”
And the classic: “We’re green.”
Breaking news: everyone says that.
These lines mean absolutely nothing. They’re as generic as a packet of plain crisps.
If you genuinely want to stand out, stop relying on safe, empty statements and start saying something real. Something people might actually remember.
Most companies think that being “different” means claiming to care more, try harder, or deliver better.
But if everyone says the same thing, it ceases to mean anything.
It’s like a restaurant saying, “Our food tastes nice.” Well, one should hope so.
If you want to be remembered, you’ll need a message with bite. Something honest. Something only you can say.
Finding your edge starts with some strategic honesty. Not just about what you think makes you special—but what your clients actually notice.
- What do we do better than anyone else?
Be specific. “Great service” is wallpaper. “Next-day turnaround on custom orders”? That’s something. - What problem do we solve that others avoid?
“We have great customer service” doesn’t cut it. What’s your actual value? What do people come to you for when others have let them down? - What do customers consistently say about us?
And yes, even the slightly awkward bits can be useful. Sometimes the offhand remarks are the most revealing.
Once you’ve got your answers, ditch the marketing mush. Say something clear. Say something they’ll remember. Preferably something your competitors can’t say—or wouldn’t dare.
“Different” only works if it’s true, relevant, and actually different. So:
- No more hollow slogans.
- No more recycled values.
- And absolutely no more “We go the extra mile” unless you can show the blisters.
Dare to be you. But be the you people actually care about.
