In such a large, global marketplace there is always a multitude of businesses that are in the same industry or sell identical goods or services. How do you distinguish your company from your competitors? Have you addressed this in your marketing strategy?
The answer is in smart brand and identity development strategies. While many people confuse brand and identity as being the same concept, they are actually two different concepts altogether— but they are very co-dependent. Understanding how your brand and identity can help your marketing strategy represent your core values and will help carry those across to your audience. After all, you want to make your environment a product of your influence, not the other way around.