The competition is bubbling with businesses trying to replicate successful products and services. What’s not easy to copy is a unique, stand-for-something brand that customers associate with your company. This article shares three fundamental topics to help you navigate toward unique: Does your brand and core value permeate your staff, culture, and communication? Do you have an in-depth understanding of your target market? How is your brand differentiated from competition? Read Andrew MacKenzie’s « Go the Extra Mile-It’s Never Crowded » for insight on finding your clear differentiator—one that your customers will recognize and appreciate—and then be willing to go the extra mile for them.