It's been said that when you speak to everyone, you speak to no one. One of the worst mistakes you can make in your marketing is to try to appeal to everyone - bland may not be off-putting, but nor is it going to be memorable. But sticking out for the sake of sticking out isn't much better than being altogether forgettable... you want to decide exactly who you're trying to attract so you can focus all your efforts on speaking directly to them and their needs.