A good test is to sit down and create a list of those special attributes you believe best expresses your point of difference under each heading.

Make sure what you write can't be said with equal passion by your competitors though, otherwise you will have nothing different, better or special to say.

?That's all very well,? you say. ?We've gone through the exercise, and there is absolutely nothing we can pinpoint that is different from our competitors. What do we do now??

Don't worry!

Corporate Identity is considered by experts to be one of the strongest means of differentiation there is, and competitors would rather die than copy it.

Corporate Identity expresses itself in the symbols, logos, colours, and language your organisation uses to distinguish itself, its brands and its divisions.

With proper planning, a dynamic corporate identity provides all the necessary building blocks that allow you to create standards of excellence that are highly visible and motivating to both staff and customers.

Does it work? You bet!

Take BP, for example. Their fuel, service, prices etc are exactly the same as their competitors. Yet their recent change of logo and signage boosted profit significantly. Why? Because customers found the new image exciting and enticing.

Now let's look at Mambo. There are many companies that produce t-shirts. What makes Mambo's offering stand out? The use of irreverent artwork. Why can Mambo sell t-shirts for $35 when others are scrambling to make $10? The quality of the manifesto that underpins their visual image strategy, targeted tongue-in-cheek messages and fine artwork by politically aware artists.

if your competitors offer exactly the same as you do, examine their manifesto and corporate identity. Is their offering dull and staid? Then make yours bright and exciting.

Once you've decided how you want to present your business, talk an experienced corporate identity design firm, who will help you find those all important different, better and special footprints that will separate you from your competitors.