Many businesses are primed to define themselves based on one unique quality that sets them apart from their competition. We know this to be the Unique Selling Proposition or USP. There are many other angles from which to consider the concept of uniqueness, and there are better ways to answer this question.
Avoid tunnel vision
Why look for one feature that makes you stand out from the crowd? I understand that limitations have their benefits. They’re often the driving force behind innovation. However, with brand identity, these limitations can channel your perspective down a tunnel that leads straight to clichés.
Know anyone who says their “attention to detail” makes them unique? I know plenty.
Know anyone who claims their creativity makes them unique? I do. I hear it all the time from writers in social settings.
There’s more yet. Can you think of qualities people often boast about in your specific industry as being unique to them? Perhaps it’s the web developer who “thinks outside the box,” the service provider who is “results-driven,” or that professional with a “proven track record.”
Your brand identity is based on many factors, just as your personal identity is based on factors like your nationality, ethnicity, education level, interests in music, hobbies, personal aspirations, etc.
Consider the sum of all parts
Sometimes it’s the combination of skills, circumstances, and context that contributes to your brand’s uniqueness. Take me, for example. I’m a copywriter, a content writer, a native speaker of English, a native speaker of French, and I’m a Canadian living in Atlanta. What do we get if we look at each trait on its own?
- Is copywriting a unique skill? No.
- Is content writing a unique skill? No.
- Is speaking English a unique skill? No.
- Is speaking French a unique skill? No.
- Is there anything special about being Canadian? Okay, for this question, can we all agree the answer is yes? #CanadiansAreSoNice
So, overall, there’s not a lot of “special” happening on this list. But when we consider the sum of all these parts, we see an interesting form taking shape. We get an individual who can write copy and produce web content in a language combination that isn’t too common for Atlanta. That’s a great start, but we can expand our perspective even more. There are other aspects to uniqueness people rarely consider.
Soft Skills
Uniqueness can come from systematically undervalued traits, like soft skills.
I’ll be the first to admit that in my line of work, emotional intelligence is an incredible asset. The more empathetic the copywriter, the better they can craft messages that resonate with the target market. Other valuable traits are resilience and the ability to receive feedback. These traits might seem insignificant, but a resilient copywriter will rewrite a piece as many times as it takes to get the messaging right. And if they are open to feedback, they won’t have to rewrite that piece many times.
If we build on the previous example, where none of my traits are unique on their own, they seem to create something unique once combined. What would you think if I told you that past clients described me as intuitive and empathetic? How much would it matter that I also organize and host one of Atlanta’s largest critique groups for writers, teaching group members how to prepare and receive feedback? It adds another dimension to the uniqueness taking shape, doesn’t it?
You don’t need to be 100% unique, you just need to be unique enough
Even when you’re a carbon copy of your competitor, it doesn’t take much to stand out.
Here’s a fun fact about my family: I’m married to an identical twin. When I first met my husband and brother-in-law, I could not tell them apart physically, but I always knew when I was speaking to a different person. Their personalities were distinct, which is why only one of them captured my heart!
The same distinction applies to your business. In considering the sum of all parts, you might discover that although your brand isn’t one hundred percent unique, it is unique in many small ways that make it memorable.
Regardless of the USP, businesses thrive by mastering the basics
Clients want to work with disciplined, dependable, confident, and consistent businesses. When they can rely on you to offer products or services that increase their bottom line, they may tell the whole town how amazing you are!
And that’s great news for your bottom line.