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In this day and age, it is extremely important to stand out in the market place. This can be done in a number of ways - innovative products, excellent service, clever gimmicks and marketing campaigns - all of which display your company's excellence, or unfortunately cause notoriety, and nobody likes having a bad reputation.
A company's brand and reputation is often their lifeblood. Customers like to feel they are going to be looked after, be viewed as a name and not a number, and receive top drawer service every time. As the old adage goes, when a customer receives good service they tell two people, but when they receive bad service they will rubbish your company to nine of their nearest and dearest.
As a company grows it needs to establish where it stands in the marketplace and its brand is an important step in this process. Your brand is not only your logo, it should be like an in-house religion. You need to decide what your business stands for, the unique benefits you offer to your clients, the promises you make to your clients and your image. When it comes to image, I'm not saying everyone should pitch themselves at the Microsoft level, as realistically not all and sundry can be Bill Gates. You need to look at your marketplace, prospective client base and market offering, then decide what is most befitting. In real terms, different things appeal to different people, not everyone wants a Ferrari, some people are happy with a Ford and (God only knows why) some people love Reliant Robins!
Once you have decided on your brand "values" you need to learn your religion and truly believe it. Now I'm not saying create a full blown cult or have your company logo branded on your rump, that would just be crazy. Confidence and conviction are attractive traits and not only work in nightclubs, but also the business world. Richard Branson is a classic example of a man who not only lives but also comes close to death for his brand. His activities as the figurehead of Virgin have seen him fly around the world in a balloon, pledge to devote personal profits to aid development of renewable energy technologies, and even shave off the infamous goatee and don a wedding dress.
Just remember, your brand is a sacred cow, don't sacrifice it to the god of apathy.