One town that all roads seem to lead to, is that … brand is the ultimate differentiator.
It’s a reflection of the perception of perceived value, the emotional benefits, the intangibles and the culture and the values that the brand stands for. In fact, a good way to test your brand is to figure out the three to five attributes that it represents.
Brand is a powerful thing because it’s a position in the mind. For some categories, especially on the Web, sometimes you only need one brand at the top, and the rest don’t matter. That’s why sometimes the only way to play, is to divide the niche, or expand to a new category.
As an individual, your brand can serve you in many ways at your company, from opening doors to creating glide paths … especially, when your reputation proceeds you in a good way.
The trick as an individual is, how do you fit in, while finding ways to stand out and sharing your unique value?