There are a ton of brands out there that use the same typefaces (how many brands have you seen that use Helvetica for the majority of their typography?). But if you really want to establish your brand as unique, it pays to use a more distinctive typeface.

Distinctive typefaces contribute to your brand's overall identity. If you're using the same typefaces as every other company in your industry, then your typography will do nothing to help your brand stand out. If your typeface is distinct (assuming it remains easy to read and still fits your brand's personality), however, it serves to heighten your brand's image and memorability.