It is of utmost importance that we brand ourselves and with good reason. You want people to think of you when they need something that you offer. Depending on how well you brand it can make you synonymous with the industry.
For example if I were to say I need a Band-Aid, you would immeidatly go to your medicane cabinet and bring me a bandage, what brand wouldn't matter. I would not get the same result if I said I need a Curad even though it is a brand of bandage.
Which would get you to find a tissue for me quicker? If I asked for a Kleenex or a Puffs?
And I know the younger folks may not get this but must of the older folks would know exactly what I meant if I asked them to Xerox something for me.
All of these companies worked very hard to brand them selves to the point that just their name is synonymous with the product. It takes years of hard work to become branded to this point but if you are not branding yourself in your market, you can rest assured that someone else is.