Why most brand value propositions sound the same, and what to do instead.
Why your value proposition probably isn’t unique.
- Why most value propositions are not unique.
- What actually makes a brand stand out?
- You are not your strapline.
- When ‘difference’ becomes meaningless.
- Differentiation is more than messaging.
- Brand is the sum of your decisions.
- Clarity beats cleverness.
- Final thought.
Why most value propositions are not unique.
A lot of businesses think they’ve nailed their value proposition because they’ve got a line that sounds good on a homepage. But dig into it, and you’ll find it’s not unique at all. It’s often a variation of “great service”, “quality products”, or “we put customers first”.
The issue is, these aren’t exclusive to your business. Every competitor could say the same thing. And many of them do.
“Most value propositions aren’t unique. What separates great brands is consistency and distinctiveness, not clever taglines.”
What actually makes a brand stand out?
It’s not a catchy phrase or a list of generic benefits. It’s your choice. The way you show up. The things you do differently from the rest. Not just what you say, but how you operate.
Differentiation isn’t just about having something no one else has. It’s about being consistently and recognisably *you* in a way that your audience values.
You are not your strapline.
We see this a lot. A company defines its entire brand around a clever one-liner. But if that strapline was removed and given to someone else, would anything really change? Probably not.
A great strapline can support a brand. But it’s not the brand itself. If everything else, your tone, design, product, culture, doesn’t support that message, it’s just decoration.
“Your brand isn’t your strapline. It’s the sum of your decisions, big and small, that shape how people remember you.”
When ‘difference’ becomes meaningless.
There’s a temptation to chase uniqueness for its own sake. To say something no one else is saying. But different is not always better. In fact, irrelevant differences just create noise.
Instead, focus on distinctiveness. You don’t need to be unlike every competitor in the world. You just need to be clearly and consistently recognisable to your audience.
Own something. Build memory structures. Be remembered.
Differentiation is more than messaging.
Brand positioning isn’t just a paragraph on your About page. It’s expressed in the content you publish, how you price your product, who’s on your team, and how you deliver your service.
It’s in the small details: your packaging, your checkout process, your aftercare. These are the signals that customers pick up on, long after they’ve forgotten your headline.
“Don’t chase uniqueness for its own sake. Aim for relevance and memory. Be the brand your audience actually remembers.”
Brand is the sum of your decisions.
If your product is slower but more considered, own that. If your tone is informal while your competitors are all corporate, stick with it. If your service is niche, stop pretending it’s for everyone.
The brands that win are the ones that make confident choices. Even small ones. And then keep making them in the same direction. That’s how brands build distinctiveness over time.
Clarity beats cleverness.
Forget trying to say everything in six words. Or coming up with a phrase that sounds smart but means nothing. Instead, be useful. Be honest. Say what your product actually helps people do, and why you do it better than most.
Final thought.
The idea that every brand needs a “unique value proposition” has been repeated so often, it’s rarely questioned. But the truth is: most value props are not unique, and that’s okay. What matters is being distinct, consistent and relevant.
You don’t need to say something new. You need to say something true, and keep proving it every day.
