Why Differentiation Drives Faster Growth and Profitability

Too many agencies grow by accident, not design. They land a client through a referral, another through a past contact, another through a chance introduction.

Before long, their roster looks like a hodgepodge of industries and services. It’s growth, yes, but it’s unfocused and indistinguishable.

The problem?

Brands don’t hire agencies to be “kind of different.” They want expertise. They want to know you’ve seen their challenges before and solved them. Yet when every agency claims they can do everything for everyone, it becomes nearly impossible for clients to separate the true specialists from the generalists.

New research confirms just how costly this lack of clarity is. BenchPress’s latest data shows only 14% of agencies describe themselves as “very different.”

Those who do have a clear specialization or niche aren’t just standing out—they’re thriving. They are twice as likely to achieve fast growth (increasing fee income by 26% or more) and hit high profitability (gross profit of 61%+).

Compare that to the majority who call themselves “a little different” or “not very different.” These agencies might scrape by, but they’re rarely unlocking the kind of momentum that propels firms forward.

Differentiation isn’t just a branding exercise. It’s a growth engine.

And the upside extends beyond revenue. Agencies with a strong niche benefit internally as well.

Focus clarifies decision-making. Teams rally around a sharper vision. When the agency’s story is compelling and consistent, recruiting and retaining top talent becomes easier. In other words, specialization doesn’t narrow your possibilities; it expands your potential.

The hard truth is this: if your agency looks like everyone else, don’t be surprised when your growth looks like everyone else’s, too. Standing apart isn’t optional. It’s the only way forward.