In the technology sector, we're always looking for what's next. It must be different, disruptive, and truly better, and it must solve a real problem. Obsoleting your product is certainly common in the technology businesses. Intel and others have been doing it since the mid-1970s.
How a product is made can differentiate it. Is it made a new way? Is it made the traditional way? These days, it had better be made in an environmentally sustainable manner. Perhaps your very greenness is a difference. Where your product is made can also be a distinction. Being an expert or a specialist narrows the brand focus and can help you carve out an effective niche in the mind of the market. Duracell accomplished this in the battery market as the alkaline specialist against the generalist Eveready. I'm sure you can think of others.
Its not just about products
Market position is a perceived customer value. If your brand is already leading in some way, don't be bashful. Claim it, unless a competitor already has. Two brands cannot claim the same position.
The unique value may be in sales, technology, or science. Perhaps your speed of distribution makes you a leader. FedEx won in its market on speed. Discovering a new place to be a leader or valuably different is the essence of effective marketing strategy.
Just don't try being more than one thing to your market. People can't remember more than one attribute or value connected to a brand. Sometimes geographical or cultural factors require a brand to take a different position in one place versus another. You may be a leader in one part of the world and an unknown or newcomer elsewhere. Adapt.
Bigness may be a liability in some sectors. Small is still preferable in some high-touch industries, including professional services. Simple is attractive to customers. Is your brand simple to engage with? Compare how easy it is to your competitors. That may be an option.
Lastly, get the CEO's buy-in on the positioning message. "That's the only person who can consistently keep everyone focused on the same message." Thank you, Jack Trout! I highly recommend that anyone working on differentiating a brand read Jack's Differentiate Or Die and put it to work in nailing your difference.
How is your brand at expressing a clear, singular customer value?