Communications professionals are constantly discussing branding. Blogs are being posted on effective branding. Meetings are centered upon effective branding. The topic has a theme amongst products and services aids in effective branding tactics. Keep in mind, your brand is not your company name, nor is it your logo.
A brand should be designed to differentiate your product or service from the rest of your competition, even if your product or service does what all the others do.
Effective branding, therefore, utilizes the concept of singularity to create the perception in the mind of the prospect that there is no other service, product or products quite the same.