Every successful brand has managed to communicate its company’s core beliefs and attitudes – what the company stands for – to its target customers.  Brands allow you to clearly define and communicate what you stand for, whether you’re the “lowest-cost provider”, the “most innovative”, the “best total solution”, the “preferred choice” and so on.  But you must decide what your brand stands for and communicate that value proposition effectively and repeatedly.  You need to let everyone know what sets you apart from the pack.