Sit down with some of your key employees to make a list. Then whittle it down to no more than three major advantages. In order to succeed and to grow your business over the long term, you must identify your unique marketing position to serve as the foundation for all of your marketing efforts. If the answer is no, move on. If the answer is yes, build your advertising message around those concepts, and repeat the message every time you advertise.
Business people say they want to create a distinctive niche for their businesses.
However, unless an ad flunks the Logo Switch Test, the message is not breaking through the clutter of too many generic ads saying the same thing and making little or no impression on the customer.