One of the most important jobs a visionary leader has is to create a unique brand for his company. A company's brand is the way that customers view the company. Successful companies cultivate a brand that is perceived as highly unique to the customer. Here are some examples:

• FedEx: On time, every time.
• UPS: Brown can handle it.
• Wal-Mart: Always the lowest prices.

To create a successful brand the leaders in these companies have asked themselves specific questions about their target audience:

Does the target audience accept the product type in general (not necessarily the specific company brand)?
Before Amazon.com and eBay mass market consumers did not accept the Internet as a shopping venue. These two companies have created a tidal wave of acceptance for online shopping in general and for their own brands specifically.

What does the target audience value most about my industry?
The brand should speak to what the target audience values most. For instance, in the overnight shipping industry FedEx has created a brand based on absolutely reliable service and UPS has created its brand around ease and convenience ("Brown can handle it.")

How can I deliver the product or service in a unique way that will stand out?
With the advent of online web services for everything from virus protection to domain name registration, customer service has become a huge issue, with many customers quickly becoming dissatisfied with long wait times and poor service. At domain registrar GoDaddy.com the customer experience is unique and stellar. Phone lines are manned 24 hours a day, calls are answered within seconds, and service representatives are endlessly friendly, patient and efficient. GoDaddy.com is all about having a personal caring experience in an industry characterized by faceless machines.

While branding can be an endlessly complicated subject these three questions are at the foundation of any company brand. If you can't answer these questions about your company's brand, take some time away from ordinary business to develop a unique brand; in the competitive market it can spell the difference between good and great.