A brand is way how your customers recognize your company, what your organization is known for. It is what you promise and also how you deliver, a tool to excel in business, to create customer loyalty, to stand out from the crowd, to get customers to remember you, to have staff well worked towards the same goal, to create value that motivates customers to pay premium price, to make it tougher for your competitors to copy you, to generate more positive word of mouth.
Be Unique – To be unique an organization should be a leader than a follower in the industry. Look and act differently from your competitors. Offer unique selling points that no one else offers.
Be engaging – Have a message that motivates action and then act upon that dialogue. Involve the things that are important to your customers. Create an interesting brand story.
Be consistent – Assure that all communicate with the unified voices. What you promise is delivered by your organization. A simple integrated idea is working in every individual and every process.