You may be familiar with Seth Godin's best-seller “Purple Cow (Transform Your Business by Being Remarkable)”. If not, I highly recommend you read the 143-pager.
The basic concept behind it is how to differentiate yourself from the rest by being remarkable. If you see a black-and-white cow, there is nothing remarkable about it, BUT if you see a purple-and-white cow, THAT is different! I ask you: “How many purple cows have you seen?”