Your differentiators are the unique qualities and irresistible assets that set you apart from others who offer the same things/services as you.
I owned sales and marketing agency for several years, where I represented several different companies who offered textiles to the interior design trade. One of them particularly, seemed to struggle with what their differentiators were. They were too busy circling the wagons and looking at what everyone else was doing instead of taking the time to look deeper into THEMSELVES to discover what made them unique. They were mainly focused on copy-catting what the bigger players in the industry we’re doing. At first glance, it seemed that they really didn’t even have a brand of their own. But actually they did. Their “brand” was what their clients and prospects said their brand was. They left it up to chance. Instead of deliberately crafting and communicating their brand, they “left it up” to their clients and prospects. And so their brand was seen as: “Call Me Generic”. Their brand disappeared into the sea of other textile companies. So as agents of this company, we and other agents who represented them, relied exclusively on our own branding and strategies to get them the visibility and attention they could not get on their own. But that doesn’t have to be your story.