1. Clearly define and articulate your brand promise and be sure to meet or exceed the expectations you create
2. Strive for differences customers can understand and value as reasons to select you over other options
3. Know which customers you match well with and make sure you are relevant in the lives of your customers
4. Make the total brand experience consistent and worthwhile--connect your touch-points, especially service
5. Make sure that you are not only different, but also relevant (important to the customer's life and work). Relevance the "stickiness" that keeps customers from leaving to something different or a lower-priced alternative