Most agencies say they're different. Fewer can prove it. And even fewer can communicate it in a way that makes clients sit up and take notice.
That's a problem, because in today's crowded market, being "another agency" isn't enough. If you look and sound like everyone else, you'll end up competing on price alone. And when you're competing on price alone, you're already losing.
Differentiation isn't a buzzword. It's the core of your value proposition. It's how you show up WHERE it matters: in front of clients who are deciding who to trust with their budgets.
The Differentiation Gap
Every year, The Wow Company publishes the BenchPress Benchmark Report - the UK's largest survey of independent agencies. In the latest edition, agencies were asked how clearly differentiated they feel they are from their competitors.
Here's how they responded:
16% – Not very different: "We do similar things to other agencies."
37% – A little different: "We've started to specialise in an area."
33% – Quite different: "We communicate what we're good at."
14% – Very different: "We have a clear specialism/niche."
Only 14% of agencies described themselves as very different. Yet this group significantly outperformed the rest. According to BenchPress:
They were twice as likely to achieve fast growth (26%+ increase in fee income).
They delivered consistently higher profitability (gross profit of 61%+).
The lesson is clear: differentiation isn't just about marketing spin. Agencies that carve out a distinctive position grow faster, win better clients, and command higher margins.
Why "Not Very Different" Is a Dangerous Place to Be
16% of agencies admit they aren't very different from their peers. They do similar things to everyone else, in a similar way.
The result?
Endless competition in pitches.
Clients unable to tell agencies apart.
Decisions made on cost, not value.
Being generic puts you in a race to the bottom. And in peak season, when clients are making quick, pressured decisions generic agencies are the easiest to say no to.
The "A Little Different" Trap
37% of agencies say they're "a little different" because they've started to specialise. This is often the halfway house: a generalist agency dabbling in a sector or service without fully committing.
The danger here is mixed messaging. If your website, proposals, and conversations still sound broad, clients won't understand where you add the most value.
Specialisation is binary in the eyes of a client. You either look like the clear authority in their space, or you don't.
Communication Is Key
33% of agencies describe themselves as "quite different" because they communicate what they're good at. This is a stronger position, but it only works if the communication is clear, consistent, and visible.
Many agencies do great work but bury it under vague messaging. "We're a results-driven, full-service agency" could describe thousands of businesses. Compare that to:
"We're the social-first agency for challenger FMCG brands."
"We help B2B tech scale-ups generate pipeline through expert SEO."
Both are crystal clear. Clients can immediately see if you're right for them.
The Rewards of Being "Very Different"
The top 14% of agencies, those with a clear specialism or niche consistently outperform, according to BenchPress. Their positioning is sharp, their value proposition obvious, and their differentiation undeniable.
Why do they win?
Trust – Clients believe specialists understand their world better.
Visibility – Specialists rank higher in search, get invited to niche events, and win PR in targeted media.
Referrals – Happy clients in a niche recommend you to peers, creating a flywheel effect.
Pricing Power – Specialists command premium fees because they're seen as safer bets.
Differentiation isn't just about standing out. It's about creating an unfair advantage in new business.
How to Take the Next Step
So how can your agency move from "a little different" to "very different"? BenchPress data suggests agencies that specialise reap outsized rewards. Here's how to make the leap:
1. Define Your Ideal Client Profile (ICP)
Who are you for - and just as importantly, who are you not for? An ICP should cover sector, business size, culture, and buying behaviours. The clearer the picture, the sharper your positioning.
2. Narrow Your Focus
Pick a lane. It could be an industry (e.g. hospitality, SaaS), a service (e.g. SEO, paid social), or a problem (e.g. helping startups scale). The narrower your focus, the clearer your expertise appears.
3. Build Proof Around Your Niche
Case studies, testimonials, and data points in your chosen area will validate your positioning. Clients aren't just buying claims, they're buying evidence.
4. Audit Your Messaging
Look at your website, pitch decks, and social presence. Do they communicate your difference clearly? Or do they sound like every other agency or freelancer out there? Sharpen your copy until your positioning is unmistakable.
5. Show Up With Thought Leadership
Write, speak, and share insights about your niche. Whether it's podcasts, LinkedIn content, or events, become the voice clients recognise and trust in your space. Get over the cringe factor and start making video content - it will instantly set you apart from your peers.
Differentiation and Prepare for Peak
In peak season, clients are under pressure. They don't have the luxury of long searches or risky bets. They want certainty. They want to know who the right partner is, fast.
Agencies with clear differentiation are the ones who get chosen:
They show up in the right searches.
They're recognised in the right communities.
They're referred by the right peers.
That's what "showing up WHERE it matters" really means. Not everywhere. Just in the places that count.
Conclusion
Most agencies live in the middle and for the most part - that's absolutely fine. "A little different" or "quite different" at best. But the BenchPress Benchmark Report is unambiguous: the agencies that thrive are the ones who are very different.
Differentiation isn't just marketing. It's a business strategy. It drives growth, profitability, and resilience.
As you prepare for peak season, ask yourself:
Do prospects know exactly why we're different?
Can they explain our specialism in a single sentence?
Are we showing up WHERE it matters for the clients we want to win?
Agencies that can answer "yes" will win new business, grow faster, and charge more.
Agencies that can't will keep blending into the noise.
The choice is yours.
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About the author
Bryn Foweather
Vice President Marketing
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