Some of the world’s most successful brands have been hard at work on their profiling for many years, which has put them in a category of their own. We know them from their branding, and not so much for their actual products.
We love what they stand for, and as a result, we like buying their stuff. That is exactly what branding is all about. You have to make sure people like what your product or service conveys. People have to be able to identify with the things you are trying to sell. If they do, that’s when you know you are doing your business branding the right way.
Have a look at these different business branding characterizations and see if one of them fits your brand. You can always research respective companies to see how they have succeeded in branding their businesses. There are a few examples in each category here that you can start with and then branch out.