14.01.26 / INSIGHT

If you look at the websites of impact-led brands you’ll see the same statements everywhere: “A force for good.” “We care about the planet.” “We exist to make the world better.” etc. These are presented like they’re revolutionary ideas but if you’re working in this space, caring about the planet is the bare minimum. 

When everyone says the same thing, values lose meaning, language gets diluted, and you end up with a hot mess of well-intentioned brands that nobody can tell apart. Claiming these statements as your point of difference is like a cafe saying it sells coffee. You need to be unique.
We’re not saying ditch your values, but to dig deeper below the surface. Figure out exactly what only you bring to the table. For impact brands especially, being unique is almost a responsibility because when everyone looks and sounds the same, it weakens the whole movement.

The Power of Uniqueness

Being unique does three things:

Makes your brand memorable: in a sea of sameness, your brand is the one people remember

Builds trust: vague value statements feel fake; a clear point of view backed by actual work builds credibility

Amplifies your impact: when you stand out, people pay attention, and your impact spreads further.

How to Build a Unique Brand

Own what you do better than anyone else. What do you do better than anyone? What’s the capability, process, IP or perspective you’ve honed that others haven’t? Make that central to your story.

Have a point of view. Stop repeating industry speak and following the herd. Take a stand on how change should happen, why your approach works, why your mission matters, and what can be improved in your industry.

Walk your talk. Your uniqueness should show up everywhere your brand exists—your visual identity, your work, your language, your comms—not just buried in your mission statement.

Tell your story. People connect with stories, not statements. Show the human side of your brand—the moments, struggles, and values that make it real. A brand with a relatable story creates emotion, and emotion is what makes people care.

Always connect it back to impact. Make sure every element of your brand reflects the change you’re trying to create. Show how your uniqueness translates into outcomes that matter to your audience.

Patagonia didn’t become a climate leader by saying it ”cares about the planet”. It built a brand around radical environmental action that people couldn’t miss. When your brand is unforgettable, your impact can be too.