Create ideas using: Unique Unusual
How do I find what's genuinely unique versus just different?
Unique connects to your brand values and tells a meaningful story. Different is just novel. Ask: does this unusual element reveal something important about what we stand for, or is it just quirky? If you could remove the unusual element and your brand message stays the same, it's not unique--it's decoration.
What if my unique aspect seems too niche to matter?
Niche is fine--obscure is the problem. The unique element should be specific enough to be interesting but universal enough to be relevant. Celebrating your one employee who hand-ties every package bow is unique. Celebrating your accountant's goldfish is just random. Find the unique that connects to customer experience.
Example: How it could look
Guinness doesn't focus on beer--they celebrate the pub regulars, the perfect pour ritual, the iconic glass shape. They made unusual characters and moments the heroes: the patience required for the perfect pint, the community of people who won't rush quality. The unique is in the culture, not the product.
Or like this:
Why is Unique Unusual a great technique?
Celebrating unusual elements creates differentiation and emotional connection by highlighting what makes your brand genuinely distinct.
Creates memorable differentiation through specificity
Builds emotional connection through authenticity
Provides rich storytelling material
Makes brand feel more human and real
Unusual doesn't mean weird--it means specific and authentic. When you celebrate what genuinely makes you different, you attract people who value those specific things. That creates loyalty competitors can't replicate because they don't have your unique story.
! When not to use the Unique Unusual Technique
When you're forcing uniqueness where none exists or celebrating unusual elements that have nothing to do with your brand values.