Most brands believe they’re differentiated.
Most brands use the same language.
Trusted partner.
Customer-centric.
End-to-end solutions.
Innovative. Authentic.
Future-ready.
Individually, none of it is wrong. Collectively, it’s indistinguishable.
Here’s the lens marketers need now:
If your messaging could belong to a competitor without anyone noticing, you don’t have positioning. You have participation.
Safe language feels responsible, but it can also make you forgettable. If AI can summarize your homepage and swap your logo without changing the meaning, that’s not a brand. It’s a template.
What to do this week
- Open your homepage.
- Highlight every phrase that could apply to a competitor.
- Rewrite one section to include:
- A clear point of view
- A sharper tradeoff
- A sentence that might make someone disagree
- Reduce generic language by 25%.
Critical Minute takeaway:
When your brand sounds safe, it sounds like everyone else.
