Stake out your position. Identify your unique attribute. Present it as the only solution to your customer’s need. A brand is a conviction that surrounds your product or service in the mind of your customers. And, it had better match the conviction that you and your employees carry. The best brands are a mix of rational differentiation and compelling personality. Oh yeah…and truth. Because, you have to live your brand. And, the only way to do that is to be who you really are.