why your brand sounds like everyone else

Differentiation through voice

Open any industry's LinkedIn feed and you'll see the same content with different logos attached.

Same hooks. Same formats. Same takes. Same "hot" insights that everyone else is also sharing. Just an ocean of sameness where nothing stands out.

And somewhere in that ocean is your brand, wondering why nobody remembers you.

The problem isn't that you're saying the wrong things. It's that you're saying the same things the same way everyone else says them. You've benchmarked yourself into blandness.

Differentiation through voice means having an opinion — a real one, not a safe one. It means being willing to say things that some people disagree with, because that's the only way to say things that anyone remembers.

Look at your content and ask: could a competitor post this?

If you swapped logos, would anyone notice? If yes, you don't have a differentiated voice. You have a template.

The solution isn't to be contrarian for the sake of it. It's to find what you actually believe that others don't — or don't say out loud.

What's the thing you know from experience that the common advice gets wrong? What's the perspective you hold that makes you different from everyone else in your space? That's your voice. That's the thing worth building around.

Strong voices are polarizing. Not everyone will like them. But the people who do will really like them. And "really like" is infinitely more valuable than "mildly tolerate."

You don't need to be loud. You don't need to be controversial. You just need to be specific. The most differentiated brands aren't the biggest — they're the ones with the clearest point of view.

Stop copying what's working for others. Start amplifying what's true for you.

Your difference is your edge. Use it.