We all know that a good workout often leaves you sore for a day or two. As old muscle tissue gets torn down and replaced by new, stronger muscle, you feel it every time you move. It’s pain with a pay-off. The same is true with building a brand that attracts customers. It’s really hard work to be different. It stretches muscles that don’t get used very often. And it can be painful. You may have to let some products or prospects go so you can focus on those areas where you can truly stand out. But working through that pain pays off in a brand that stands apart from the rest. How soon can you start?