It is tough to generate revenues when your customer cannot distinguish between your product or service and your competitor's

You can make improvements to product, quality, delivery, service, price to create a more attractive offering, but if it is not communicated as a differentiation, it may be less effective

If the customers see you as just another offer, why should they choose you

Do you have enough understanding of the difference between how you want to be seen and how you are actually seen?

How are you different from your competitors? Are you different enough?

How are you communicating the differences? Are you communicating to everyone internally as well as externally to assure consistent message?

If you asked your customers what your brand characteristics are, would they know, would your employees know?