Stumbled upon this article and the issue of uniqueness struck a chord. Many organisations see 'brand' as a visual identity issue. In professional services in particular 'brand' is closely related to the values and processes of an organisation with the brand identity being the icing on the cake. Common values, common processes and service quality are central components of a brand.
With the volume of competition that businesses face in most industries, it’s never been more important to stand out and develop a unique identity and value proposition through strategic branding. While it’s obviously important to offer a quality product or service, effective branding is often at the heart of the companies that thrive.