Being different is quite frightening. You don’t know if other people will like you or hate you. No wonder, many prefer to be average Joe or Jane. The same is true for branding. Though every business owner’s dream is to stand out from the crowd, many are still afraid to be truly unique. Instead, they fall to the fatal follow-the-leader strategy.

Courage is the backbone of branding. Having the guts to think and do things differently is a risky proposition, particularly if you have limited capital. It’s better to play safe and generate mediocre profits than to go down the drain. This mindset will limit your growth.

Be distinct or be extinct. These are very words of business management guru Tom Peter in his book In Search of Excellence. Anywhere you look you will see the same old selling points such as “best quality” or “superior service”.

Big risks bring big returns or even losses. Maximize the potential of your business by taking bold steps. Don’t be afraid to explore crazy ideas. You can always test the concept to see if it’s viable. Ironically, the worst thing you can do is to be one of the market followers. Break the rules and challenge existing beliefs. Say no to comfort zones.

We can never be Apple, Google, or Wal-Mart if we are brave not enough to create a distinct identity. Otherwise, we will be a commodity just like the many players out there.