“What makes you unique?” is a branding question that causes most people to freeze in their tracks and spiral into an identity crisis: Who am I? What’s it all for? What’s the meaning of life? 

First, I want you to know…

You’re not alone if you struggle to answer this question. While we’re all special and unique unicorn creatures, it’s very hard to boil down the things that make us different from everyone else into a simple catchphrase or value proposition.

Part of the problem is that we think we’re being asked how we’re unique in all the world and that’s tough because there are a lotta people out there.

So first, try thinking about it like this…

Your customers aren’t comparing you to every possible option and competitor out there, more likely just a handful. So you really only need to be unique in your tiny corner of the world.

Here are a few more ways to get to the bottom of it…

1. Think about the reasons you would choose be your own customer

I used to love asking my branding clients the reasons why they would hire themselves because it gets them to brand clarity quickly, and here’s why…

You probably already know an awful lot about your main competitors. You know they have a support staff, they have lots of experience, they have a distinctive brand voice that’s captivating and cool…. whatever.

But you’d still hire yourself, right? (Of course, you would.)

You would trust yourself to do the work because [fill in the blank].

The words you used to [fill in the blank] are the reasons why other people will choose you too. This is your customer experience and you need to tell potential customers what that is.

You may not be for everybody, but people who are looking for that type of experience will choose you.

This is all we mean when we ask, “What makes you unique?” so no need to overthink it.

2. What life experiences have you had that bring meaning to your work?

We all have life experiences that have nothing to do with the things we sell or the services we offer, and yet, those experiences give us wisdom, perspective, and strength that set us apart from our competitors.

Other people have different life experiences and their strengths are theirs, there’s no reason to “compete” on their playing field. Create your own playing field and invite your customers there.

Maybe you were a member of the peace corps or played the tuba in a marching band, spent a semester abroad or busted your butt to get your G.E.D. You might have a bubbly, outgoing personality or maybe you’re introverted and contemplative and prefer writing to speaking on camera.

Our personal stories give us power, but we often forget and instead, compare ourselves to others and think we need to be like everyone else.

Whatever your experience is, don’t be afraid to explore the ways it creates benefits for your customers and then lean into it in your content and messaging.

3. Find out what qualities other people appreciate about you

Internal exploration is tough. We’re hard on ourselves and sometimes we even have a warped perspective.

In my former role as a brand strategist, my work with clients mostly boiled to getting to the heart of their “special sauce” and then pointing it out to them. It’s amazing (and lovely) to watch someone realize — sometimes for the first time — what strengths others see in them.

But if you don’t have a brand strategist observing and analyzing you, you can achieve the same result by going through past testimonials, reviews, client emails and conversations and look for the language your clients use to describe their experience.

This is is how others feel about you, and you should steal their words and turns of phrase to tell other people what to expect about being your customer. (This, ultimately, is your brand.)

4. Brainstorm your professional wins

Think about all the times you felt on top of the world as it relates to your work. Challenges you’ve overcome, goals you’ve achieved, the recognition you’ve earned.

It’s easy to forget about all those things in the day-to-day running of a business — we tend to be more focused on what needs improvement and fixing.

Take a moment to write out everything you’ve ever been proud of in your work and keep going until you can’t squeak out even one more thing. Then, take a look at that list and give yourself a moment to feel the feelings that come with those wins.

Which ones are relevant to your clients? What stories can you tell that will help them achieve their own wins? What are your opportunities to pull back the curtains and get vulnerable so you can help others who might be struggling with the same things?

You’ve got a brand story that’s unique to you, so be brave and tell it.

5. Get to know your brand personality

Focusing on your personality traits is a great way to find your “special sauciness” because there’s only one person in the world with those qualities.

In my work with clients I used a brand personality framework as a place to start because in order for people to get to know your brand, your message must be clear and consistent.

After you brainstorm your personality traits, grab this exercise to find out which category you’re dominant in. It may seem counterintuitive to “categorize” yourself when the point is to figure out what makes you unique, but remember: you’re not required to be something that’s never existed before in all of history.

The point is simply to give your future customers information that will help them decide that you’re the one for them as it relates to all the other options they’re considering.

At the end of the day, figuring out what makes you unique isn’t about inventing something new or being radically different—it’s about owning the qualities, experiences, and strengths you already have. Your brand is a reflection of you, and that’s more than enough.

So the next time you find yourself spiraling into an existential crisis when someone asks what makes you unique, take a deep breath, revisit these prompts, and remember: your story, your voice, and the way you do things are exactly what your right-fit customers are looking for.