A strong, memorable brand voice.
It’s important to you as a marketer, right? But that unique expression of who your company is won’t emerge from thin air. It takes daily effort to keep your company’s copy and content focused and memorable, yet authentic.
So, be careful that your brand's message doesn’t get watered down with marketing-speak. Make sure it’s audience-focused and not all about you. Don’t let your message lose potency by trying to appeal to everyone, while offending no one. And especially if several people contribute anonymously to your company’s voice, develop a brand guide. It can serve as both your standard and a filter through which you run your messaging.
Another idea: if there's a leader in your company who talks in a bold, no-nonsense way about your mission and your customers, pattern your marketing content after his or her communication style. It'll likely ring true with your audience and be perceived as unique because it's so personal.