Brand building starts with identifying how you want your company to be perceived. If it was a person, who would be its friend? What does it stand for, and how will it conduct itself to reflect that persona? Don’t confuse a brand with your USP, or unique selling proposition. Being the cheapest or the service with the most features isn’t a brand. A USP is a part of the brand build like ties are to suits, but underneath the image there must be something more. Your customer must feel you are different.
