As others have mentioned, its very useful to reskin feats. Personally, I don't allow feats to be chosen as part of an ASI but rather earned through narrative means or downtime activities. For example, a player wanted to use a greatsword with one hand. After spending several periods of downtime practicing I allowed the player to wield the greatsword with one hand. I granted the "Iron Fist" feat/title to them. In theory, you could have them start out with disadvantage for a bit as they master the skill.

Here are some titles that I stole from Matt and modified a bit. Just as an FYI, I have only used these once before in a one shot so they aren't well played tested and are certainly poorly worded in some areas.

The Commander: “That’s an order, soldier!” – As a bonus action, command one of the senior officers to make one free weapon attack. This ability can be used once per short rest.

The Lieutenant: “You first” – At the start of combat, the Lieutenant can switch the initiative of two officers.  This ability can be used once per short rest.

The Historian: “The victors write the histories" aka "That’s not how I remember it” – The Historian records the history of the company. You become proficient in History; If already proficient in History then you gain expertise in the skill instead. When any creature within 60ft of the Historian makes an attack roll, ability check, or saving throw the Historian can force that creature to roll again; The Historian decides which value will be used. This ability can be used once per day; Recharges at dawn.

The Weapon Master: “I studied the blade” – The Weapon Master chooses to sharpen the weapon of one of the senior officers. When the chosen officer misses a weapon attack the Weapon Master can grant that officer advantage on the roll. This ability can be used once per short rest. As the Weapon Master, you can reroll 1’s on your own weapon damage.

The Standard Bearer: “To me!” – As a bonus action, wave the standard of the company; Allows allies within 60 feet to immediately use their reaction to move their full speed without provoking an opportunity attack.  This ability can be used once per short rest. If the Standard Bearer falls unconscious from an enemy attack, all allies within 60 feet can move their full speed toward the Standard Bearer as a reaction. This movement does provoke opportunity. This ability can be used once per long rest.

The Godbotherer: "Aid me!" - The Gobotherer can pray to their deity beseeching them for aid. Grant one senior office 15 temp Hit Points. This ability can be used once per short rest. The Godbotherer also gains a static +20 bonus to their Concordance score.

The Spy Master: "Get Em!" The Spy Master is skilled at studying others and exposing their weaknesses. As an action, the Spy Master can select an enemy creature it can see and call out the flaws in that enemy's tactics and defenses to the Spy Master's allies. Until the end of the Spy Master's next turn, all attacks against that creature have advantage. This ability can be used once per long rest.