There are lots of ways to define what a brand is. The best may be this: a brand makes a prospect pick one provider over another. It’s the deciding factor. The strongest brand wins. But here’s where businesses often get confused: it’s not what you do, but the way you do it differently. We devote far too much attention — on websites, in collateral material, in sales presentations — on what we do, and far too little on how we do it, or why it’s better for you than anyone else’s offering. It’s the “why us?” page of the website. And here’s the trick. Everything on that page has to be unique to you. If it isn’t, you’re really explaining how you’re just like everyone else. There’s no brand in that.