If there's one thing I've learned in the branding / marketing / messaging space over the years it's this:
An excessive amount of time gets spent on how orgs position what they do, concocting the exact blend of words that seem novel in an attempt to say it unlike anyone else is doing it... while little time is spent scrutinizing how "it" gets done and why.
Differentiation doesn't happen as a result of flowery, expertise-driven language or prettier pictures.
It comes by articulating what you do simply, plainly, clearly, unmistakably --and offering it as an accurate reflection of the lived experience.
[ ** side note: people who say they want to create something "out of the box" are not the customer. They are people who have tired of their existing efforts that must not be delivering results, which triggers the desire for more extreme changes ** ]
The perceived hard thing (differentiation) becomes an elusive treasure hunt... while ignoring the obvious thing (clarity and accuracy) because they haven't defined it or see it as too easy to be made so simple (in reality, this is hard).
I liken this to the Kerouac quote:
"One day I will find the right words, and they will be simple."
Until then, many will continue to do a hard thing -- using too many of the wrong words and making things more complicated than they need to be.
It gets even harder when dollars are put behind those words that fail to build trust and move the needle.
And in my experience, that's where the pursuit of simple clarity and accuracy begins.