Never fear, though, because there's always something that you can use as a differentiator.
The key is to take a step back and look closely to see what really is different - or what could be.
In addition to being different, though, think of something that's a positive AND that you really want to be a part of your identity.
You can choose to differentiate based on design, features, price (this is a longterm loser, though, if it's low price because someone else will always sell for less), people, attitude, business model, and many other tangible and intangible ways.
6 questions to consider that can help you find yourself:
If people are your differentiator, you must make sure it's in a way that isn't dependent on specific people; otherwise you'll lose it when those people go away. This is especially risky in small businesses, where the company is often really the personality of the owners.
Sometimes you're too close to be able to see your own differences; after all, you see your products, company, and people every day so you tend to take a lot for granted.
Asking some of your best clients why they choose you can help clear your vision.
I'm offering a limited number of free consultations to kick off 2016. Schedule a consult if you'd like to discuss!