A local builder decided to make his company stand out in a very competitive field. So in addition to serving his customers extraordinarily well and paying a lot of attention to even the smallest details — something all builders would claim but few actually do — he began building the most energy efficient homes in the market, sometimes giving up some of the income he might have earned to put it into added energy savings for the customer. He now holds the record — earned multiple times — for the most energy-efficient home in the state, and possibly the region. As a result, he’s staying very busy, and happy customers are spreading the word for him. This is the essence of branding, and by a very small business. Now it’s your turn. What niche can you dominate in your own market? Are you willing to work at the highest level to get there?