If you look at competitors or books from branding experts or even books written by professionals wanting to help others in their industry, you'll see the same kind of language:

"wide range of services"
"top quality"
"meet your business needs"

Everyone looks and sounds identical.

And the value proposition boils down to: "Hire us because
we're smart."

It's awful.

To differentiate yourself, you need to change your language. Stop talking about "the thing." There's a saying about doctors: they fall in love with the disease, but forget about the patient. You need to remember about the patient.

I made a video blog discussing exactly this: https://www.jasonkanigan.org/what-to-do-if-you-are-a-commodity/