Depending on your circumstances, one or a combination of the following can be the starting point to distinguishing your brand. Once you decide on your unique, strategic direction, the tactical execution must be redundant and consistent or the brand is doomed to fail. Brand uniqueness positions need to be authentic, an extension of your core values and something that can be delivered with integrity.

Here is a partial list of differentiating possibilities for your brand. There are many more. Your credentials Your physical characteristics Your mental attitude Your heritage Your size Your leadership in your industry Your expert team Your special ingredients Your speed of action Your personality Your style Your innovation Your technology Your lack of something Your pioneer status Your speed to market Your geographical location Your niche markets Your social consciousness Your environmental position

Think about some of the most memorable brands of our time. What distinct mental image comes to mind? Volvo: safety. UPS: the brown guys. Southwest Airlines: no frills and casual. The more unique the brand position, the more protection you have from competition and the tighter your connection will be to your customers. This applies to any size and type of business.

Successful branding sometimes takes a radical shift in thinking by the organization?s leadership. Branding is not merely the logo, some catchy tagline or the creative pastime for the marketing department. Branding is the heart and soul of an organization. Your brand should stand for something, be authentic and uniquely yours. It should be woven into every important decision and resonate through every point of contact with a company?s market. Having a strong point of difference in your brand category is a major advantage in landing a successful brand.

About the Author

About the author Karen Post, The Branding Diva?, is an author, national speaker and consultant on branding, marketing and communication issues. For nearly 20 years she has provided branding counsel and communication programs for individuals; start-ups; local, regional and national companies; politicians; and nonprofit organizations. For more information contact Karen Post at kp@brandingdiva.com or visit her at www.brandingdiva.com.