1. Brand Merit
Your company is unique; your special message has worth. It is valuable to others and you perform a service when you share it with them. Because it has merit and your message is important to others, you should be an expert at self-promotion and publicity, as these are instruments for dissemination. Set goals and act on them with purpose.

2. Business Presence
You achieve your business niche by being unique, in action, look and feel and manner. In those areas impersonate what you wish to be until that is what you become. You are superior at what you do because it says what you are. Your special business proposition is not an acquired skill or a result of experience, but the essence of what the business is. Your presence influences and inspires the market and every company with whom you come in contact.

3. Virtue in Business
From noble character comes your reputation. Business integrity is ever-present. Others may attack your reputation to gain a momentary advantage, but because of your virtue, your reputation is always restored. In your dealings with others, you demonstrate steadfast integrity. You are loyal and known to be loyal. Your high ethical standards are expected and valued. Your covenant with others is an inspiration to those with whom you work and with your clients. You have a written Constitution defining the values for which your business stands and by which you achieve your business goals.

4. Constancy in Your Mission
Your business practices are constant. Others rely on your products and services to be constant and dependable at all times. You deliver value and worth, and can by counted on to always do so. You are consistent and fair with everyone at all times. You can be depended on to be the same tomorrow and the day after. Your company provides value, represents quality, and is a rock in an ever-changing world.

5. Company Name
Your brand is displayed by your name rather than by your product, service or function. The mere mention of your business name conjures expectations of excellence. Clients and those with whom you work aspire to your high standards. Your brand brings to mind your sterling qualities; those brand qualities are presumed to reflect the real you. Strength feeds upon strength, which leads to even greater strength.

6. Brand Equity
Your influence grows over time through your business associates, friends and clients. Those with whom you come in contact are your greatest promoters. Your standards of excellence spread by word-of-mouth. This occurs slowly, but it is all the more powerful because it takes hold with each individual on a personal, emotional level.