Custom typefaces

Big brands, especially those that are content-focused, sometimes commission entirely custom or bespoke typefaces for their designs. It's a subtle way to make their brand stronger, as people come to recognize that unique typeface with that brand's content. The downside is that commissioning entirely custom typefaces can be very expensive.

On a smaller scale, you can customize typefaces for things like logos and wordmarks without breaking the bank. Subtly changing the shape of letterforms, adding things like swashes or serifs, or otherwise customizing the appearance of an existing font can be a solid way to create a unique logo that cannot be easily copied. Just be aware of the licensing for the typeface you use as a basis for that customization.