when starting a new business, the question is not "what makes your brand unique or stand out" but rather "how can your brand improve on the competition" and "what different niche is your brand targeting"

brand advisor: "what makes your pet supply company unique or stand out? there are hundreds or even thousands of them out there"me: "nothing about my brand is unique or stand out""have you done any market research or competitor analysis?""i have. market research and competitor analysis shows there is no brand like mine. let me ask you this: you have branded over 100 companies. name one company that is similar to what i'm doing""i have no previous clients quite like yours""right. so out of the hundreds you have branded, no one is like mine. here are 3 qualities about my brand. let me ask you then, on this planet, how many brands are like mine?""none. i haven't seen a brand quite like yours.""exactly"its when i started realizing that when anyone asks you "what makes your brand unique or stand out", the question is offensive to the recipient because it is likely nothing about their brand is unique or stand out. the recipient may just feel bad about their brandit is not the proper question to ask because out of the hundreds or even thousands of companies out there in your field, are you expected to have come up with some new concept or invention? likely not, so what is the point of the question?you can't be expected to be unique or stand out in a field this crowded. if you do happen to stand out or be unique, does that mean all the others lacked creativity? that all the hundreds or thousands of companies couldn't think of the concept you thought of?the proper and more realistic question to ask is "how can your brand improve on the competition?" and "what different niche is your brand targeting?"my brand is nothing new. no new concept, no new invention. but it targets an untapped niche. and we improve on the competitionand that is what is needed to start entrepreneurship"how can your brand improve on the competition?"every competitor has sometime to improve. thats why theres yearly iterations. if you can get 1-2 iterations ahead, you have already beaten the competition. or improve on customer service. you can improve on a business aspect the competitor is lacking"what different niche is your brand targeting?"not everyone thinks 100% alike. in an extreme example, if 99% think in one way, theres 1% thinking another way. target that 1% see hubwealthy.com/wealthy