What makes your product or service stand out from your competitors? Go into a market. The consumer has scores of choices for cereal, toothpaste, baby food, film, light bulbs, etc. The same is true for services, physicians, accountants, consultants, ad agencies, artists, attorneys, etc. These are all businesses competing for market share. What can you do to make your company stand out from the herd? In marketing, we call it branding.

First, you define your target group. Based upon the specific attributes of your product or service, who would use it? You group your target by demographics and lifestyles. Age, education, income, hobbies, beliefs...

Now, you highlight the benefits and features that make you different from your competitors. This would include key phrases for Search Engine Optimization. Meeting a specific need. Going the extra mile. Convenience. Expertise.

Consumers want to know, "What's in it for me?" Grab their attention on your Home page by showing the value of using your product or service. Website branding is the perfect marriage of graphics and words. I love the use of testimonials and statistics. They are powerful third party endorsements. Branding sets you apart from the herd, the flock, the crowd. Branding is your corporate image burned into the consciousness of your consumer. Formatted professionally throughout your website, and all promotional materials, branding guarantees your sales success.

Naomi Finkel, the owner of Say It With Words in Westlake Village, is an award-winning business writer and marketing consultant for all industries. Her agency specializes in the development of corporate communications and marketing strategies. (818) 991-1587. To see client projects, log on to www.siww.net