First, branding is the corporate identity that represents your company in the marketplace. Common branding is usually thought about as things like your logo, your company name, your company slogan or tagline and maybe your color schemes.
But what about things like low prices, great customer service or better products and services? These are areas with which you can successfully brand yourself, as well. Most marketers agree that these are not unique selling positions (USPs), and it is difficult to sell low prices and great customer service because everyone likes to say that they have the best price and the best customer service.
But, if one of those statements is true about your business, then you can brand yourself that way. You CAN be known in the marketplace as the company who offers the best product with the lowest price and the greatest customer support.
Although you may or may not be able to sell these attributes, being branded as the company that offers the most for less will build loyalty and trust.
Thank you to Chris and Jim Howard of Branded For Success for your contributions to this post.