Uniqueness is what Differentiates you in the marketplace. It is also known as Positioning.

Brains on Fire blogged about the differences between the Number 1 and Number 2 men’s tennis players and what that means about brand identity:

“I just think it’s another real world reminder that brand identities can’t necessarily just be built around the “USP” idea. You have to know what that big thing is that defines you above all else – whether you think of it in terms of your USP or your mission or whatever – but it’s the tiny inroads and specific human touches that make you unique, and that people key into when identifying with you.

Do you know what that Big One Thing is that sets you apart from your competitors?