Brandbite #4 No risk. No brand. Have you ever noticed that most of the top brands in any industry that become historic icons have broken a mold of comonhood and predictability to get there. They traveled to foreign turf, believed in something obscure and unknown, and now dominate a category. They were not afraid to be different. They accepted resistance and marched on to brand nirvana. You can do the same. Many of us operate in a space where many others offer a similar product or service. If you want to stand out, you have got to be distinct, compelling, and memorable. Boring, ordinary and like everyone else simply does not fly. Lose your fear and you will find your brand. Seen Just when you thought all ink cartridges were the same, meet a new variety, Carrot Ink (www.carrotink.com). The easy-to-remember name is distinct and sports a friendly orange and crisp logo. Their pitch: you'll save a bunch! And since carrots don't grow on trees, they politely ask their loyal customers to spread the good word.

Karen Post helps organizations and professionals prosper with a powerful brand. She is a 20-year branding enthusiast, professional speaker, and author. If you’d like to learn more on branding, speaking programs, or consulting, please visit www.brandingdiva.com.