Understanding what makes you unique should be the number one priority for every business. Unique cannot be modified. There is no ‘more unique’ or ‘uniquer’ or ‘less unique’ or ‘the most unique’. There is only one word that means unique, and that’s unique. A successful company knows what makes them unique. 

In fact, what makes you unique is your competitive advantage. And if you don’t have a competitive advantage you don’t have a business.

Southwest Airlines was started when there were over 6 other major airlines in the market. These companies had been around for decades, and many offered services similar to each other. But Southwest was unique and was able to market these key fundamental differences in their market. With the hundreds of airplane models available Southwest decided to only fly one model, the Boeing 737. Southwest differentiated themselves by having no assigned seating, it’s first come first serve. Southwest focused on domestic flights for the first 10 years and only flew into cheaper secondary airports while competitors were focused on expensive international fairs.

They used unique strategies, selling points, and features to distinguish themselves from their competition. So while U.S. Air, Delta, Northwest Airlines, United American Airline all went bankrupt Southwest was making billions, because they charted their own course, by being unique

If you are not unique you become a commodity- and then you just compete on price and nobody makes any money- provide the marketplace something that is fundamentally different.

Being unique is not only a competitive advantage but also narrows the focus on potential buyers, which allows businesses to market accordingly. If the reflective aspect of a windbreaker is a feature that appeals to a certain demographic you can focus your marketing on that group.

Identifying what makes your company unique can help establish new businesses or offer a fresh spin on an older brand. Other companies may offer a larger selection but lack the specialization demanded by clients. The constant pop up of coffee shops and yogurt bars show that unique companies stand apart from competitors within the industry. There is power in being unique.