If you want your brand to make a difference, then make it a difference the consumers can feel. Otherwise, it is not considered a difference or a unique selling point. Or whatever terms you use.
Worst of all is a difference you are doing just so your competitors will feel the difference. You know if you make biscuits and you load it with 13 vitamins and 11 minerals just so you have one vitamin and one mineral more than your competitor? And you think your consumers will know the difference and you spend a huge wad of cash educating your consumers.
To differentiate means to make a difference to the consumers. When you make your brand the most relevant to the consumer, you make your competitors irrelevant.
Who are you relevant to?