Is anyone unique any more?
I’m not sure. The Internet, increasing globalisation, macro economics, social media and the rise of the customer are all great levellers.
Think about what unique is:
‘being the only existing one of its type or, more generally, unusual or special in some way’ Oxford English Dictionary
So in trying to distill what you do, or better what you offer, down to a single unique selling proposition (USP), do the words you are using really epitomise what you do, what you offer, who are you, how you come across?
To me unique is about blending a product, service, people and attitude which no other company can provide. Accept that this means 90% of the market won’t be interested. Operate in the niche and seek out customers with a specific, identifable, serviceable – but enduring – need.
Or broadcast to the mass market. The worst, and laziest marketers are those who don’t believe they have competition. But they’ll learn, sooner or later, that they do.
How can you possibly be unique when trying to reach everyone?