Once you know who you are and what you stand for, it's not hard to be unique to your customers. If you plan to engage your customers on a personal level, it's best to know who you are well in advance before you begin the process of engaging your audience.
Some people find it difficult to find out who they really are. Some discover their true self quite easily. Once you are happy with your attitude and goals, you will also be unique. It is not difficult to be seen as unique by others, but if you think you are not unique, you will have to work on yourself first.
If this is to be accomplished as a team, then the entire team needs to figure out together how they perceive the company vision and mission.