Is this the worst question in business? (And why I never ask it)
“So tell me, what makes your brand unique?”
Inevitably, this features in most copywriter briefing sessions.
Because if there is something unique about your business, that’s what we can focus on in your messaging. It means we can create content that is guaranteed to sound different from your competitors’.
In reality, most copywriters who ask this question are faced with one of two responses:
Blank stares, silent groans and long pauses
Promises that you really are more client-focused or innovative or trustworthy than anyone else.
Because if we’re really honest, there’s often not much to separate your business from the one down the road. Either in terms of the services you offer or the way you deliver them.
Tech has improved. Customer service has improved. Everyone’s already talking about sustainability.
If you’re not a professional, reliable, customer-centric business in 2023, you’re not likely to have a business very long.
So, how can you stand out?
Promoting your values can be useful, but unless you communicate them carefully, they can sound generic to an outsider looking for tangible benefits.
It’s increasingly hard to find a competitive edge.
If you’re stuck, try this:
Look at HOW you offer your service. Have you developed a system or framework that’s unique to how you work with clients? One that helps you deliver the transformation you promise, in a way that adds value over your competitors?
If not, forget about what makes you different, focus on what makes you good. Genuinely. Rather than insisting that you really do put your clients first, or you recycle more paper than anywhere else, consider:
Why you work particularly well with your type of client?
If you approach projects in a certain way?
How your specific experience is valuable?
Whether your values or beliefs positively influence how you work?
If you need some prompts, check out your testimonials – what themes come up? Or ask your current clients – what made you work with us? Why would you recommend us?
It’s likely that future clients will value the same traits. They don’t need to be different, they just have to genuinely matter to the people you want to work with.
Your future clients need a reason to believe. And most of your competitors' USPs are completely generic. Find a meaningful angle, and you’ll paint them a far more compelling picture – one that also feeds into a core narrative that inspires your team and reassures your community.
Stuck on what makes you great? Take a look here: https://www.realcommunication.co.uk/brand-messaging-and-voice