Want a simple way to make your brand stand? Try the most overlooked and under-utilized: words. Here’s a fun activity. Grab an ad, or brochure, or print-out of the homepage of the website of three or four direct competitors — and your own as well. Line them up and look at them. Highlight the things you say that are the same as theirs. In any given industry, we all use the same language in the same ways when we describe what we do and even how we do it. But imagine your language is different — more colorful, more vivid, more light-hearted, more edgy. When a prospect is choosing, whose message do you think would stick? The best part? It costs almost nothing. Are you up for it?