About Abby
I'm a copywriter and the founder of Studio Tell, a copywriting studio dedicated to writing clear and ethical copy that will effectively connect with you audience and build real life community.
Brand Copy

What to Do When Your Brand Isn’t Unique

Website Copy

The voice usually starts after I’ve been looking through other copywriter’s websites.

“Um… what do you even do differently??”

“There are so many people out there that do exactly the same thing as you.”

“Everyone else is doing what you do… only better.”

If you started your own business, I can almost guarantee that you have had the same voice in your head, just in relation to your own industry.

The voice is similar to imposter syndrome, but I think it’s also a little different. The main thing that is repeated over and over in creative business education is “Find your only-ness factor! Find your niche! Figure out what makes you unique!”

It’s great advice until you start looking around and realizing… you aren’t actually THAT much different from everyone else.

So, what can you do when this little voice pops up? Should you even be trying to find what makes your company different?

Stop comparing yourself

If this voice pops up frequently in your head, the first thing to do is stop looking around at what everyone else is doing. Yes, it is good to know who your competition is! You should know, if you can, what you try to do a little differently than them! But you do not have to be COMPLETELY different from your competition. If you’re a florist, chances are you are trying to make beautiful wedding flowers just like most other florists you know. But just because they are doing it too doesn’t mean there isn’t room for your talent and expertise as well. They can be good at their job, and so can you. Your talents don’t cancel each other out.

Start with what you know for sure

If you are feeling like there is NOTHING that makes you unique, stop focusing so much on your unique-ness. Instead, talk about the facts of what you do. Talk about your approach. Do you sell modern and timeless decor? Just because you know someone else that sells that kind of decor too doesn’t mean you should avoid the fact that that is your speciality. There are many documentary photographers, but that doesn’t mean you should pretend that’s not what you do. You can work on saying things in a fresh way down the road, but start with the basics and go from there. Almost always, the basics of what you do, your approach, and your story all combine together to make a unique brand message. Maybe it doesn’t feel unique to you, but no other brand in the world has the exact same storyline as yours! Don’t be afraid to just say it like it is.

Own up to the facts

Much of knowing what makes you unique is simply owning up to the basics and reframing how you think about it. Sadie Robertson Huff recently said on an Instagram post about “rebranding” how we think about life things— “Rebranding…is a powerful tool! People are literally hired to go into company’s and rebrand them! They don’t go and change everything the company does–they just change how the company is perceived.”

Figuring out what makes you unique is often just taking the time to articulate what makes you YOU. It may not be the most glamorous or the most powerful life transformation you can imagine, but owning up to the facts of your business will often hand you something unique. Maybe you need to change your OWN perception of your brand, first.

Write down your story

I’m convinced that everyone has something that makes them unique. They just need help seeing it. Take the time to write down why you started, what the heart behind your business is, what your clients need, and what you want to be known for. You will soon realize that you DO have a unique perspective and story that makes your brand what it is. If you can stop comparing yourself, start with what you know, own up to the facts, and then write it down, you will not only have a clear brand message, but you will have brand copy that you can take and build off of for your website copy, your marketing, and all the things that comprise your brand. And you might (ie probably WILL, mostly) silence that little voice that says that your business isn’t unique.

Download 5 Days to Seeing Your Story

If you want some help with this process, including prompts to help you figure out your brand message, I made a guide that can help you. Download the PDF guide here (which will also add you to my weekly copy inspo/light hearted email but you can easily opt out if you prefer) and get started figuring out what makes your brand unique, no matter how loud the voice is that says you never will be.

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About Abby

I'm a copywriter and the founder of Studio Tell, a copywriting studio dedicated to writing clear and ethical copy that will effectively connect with you audience and build real life community.




Styled Shoots




I'm the founder of Studio Tell, a writer since I was small, and in love with sunshine and my husband Marshall.

My favorite thing is meeting fellow business owners who are passionate about making the world better with what they sell... but sometimes feel unsure about how to articulate it. I'd love to be friends. For real.

Hello, friends! I'm Abby.

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And I'm a copywriter

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