If branding is about being exceptional among your peers, then it makes sense to look hard at that root word: “exception.” You can literally only be exceptional if you’re doing what no one else is doing, or doing things in a way no one else is doing, or not doing what everyone else is doing. In other words, you have to be the exception, and the way you do that has to be relevant to what your customers or prospects want or need. You can’t build a brand without being exceptional and you can’t do that without being the exception. So…are you? If not, what do you need to do to become exceptional?