What differentiates you is not your logo, tagline or slogan or what your website looks like.
Your differentiation is what you offer or do that sets you apart from other companies similar to you. For professional services businesses, which is our area of specialization, it is usually a minor characteristic that a company embraces as its signature difference.
Without an obvious or expressed and declared differentiation, it can be difficult for potential customers to detect how you are different and even harder for them to choose you as their preference.