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While it's certainly as important to do great work, I think it's equally important to think about strategy and brand development/marketing, a lot. I would think your comment about other companies not being that different from one another speaks to this. Our firm works in a city where some people think about branding and some don't. I've yet to see anyone small who's doing a very good job at it. Branding is not just a color scheme and shirts either, it's an identity, a series of connections a person/potential client makes in their brain that add up to what you want them to think you are.
I would say if you were really going to try and do some branding work, think of what you you're best at, is there a way you can build off that. Is there a demographic group that's not represented in your market? Who are they? Become what that market will be wanting 8 years from now (if you can figure that out) and position yourself there.
It doesn't have to be expensive either if you're creative. There a lot of great books out there about "gorilla" marketing. Look up Seth Godin he wrote a book called Ideavirus that has reall helped us.
Think about companies that are really successful right now, Target, Apple, Ikea.... branding is huge and I know the scale is different but I say follow their lead.
I'm saying think about it AS WELL as doing awesome work.
Thanks
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possibility over probability
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