Does your product have something that makes it stand out from the crowd?

Does it have a unique name, logo, color, shape or feature?

Does it have an unusual history?

Is there something special about where it comes from? Is it the only wristwatch made in Greece or the only beer brewed in Papua New Guinea?

Is there something different in its ingredients, in the way it is processed, or in the way it is used?

Is there a great story associated with the founder, like with Bill Gates for Microsoft, or Richard Branson for Virgin?

If you can’t find anything worth talking about, invent something.

Or reposition and reframe an existing characteristic so it stands out.