The toughest challenge your company can face today is not segmenting audiences. It's the battle of sameness. Price, quality, time to market and even increments of innovation are often equal throughout entire industries. As far as consumers are concerned, very little differentiates one product or service from another. Think of it this way.
Gasoline brands are pretty much the same.
Gas stations have had to make themselves stand out from the crowd in order to get your fuel dollar. That is what branding is all about. Branding is creating a distinct personality and then telling the world about it. In essence, you create a marketing niche through creativity. When most of us hear creativity and marketing in the same sentence, we assume it must be about advertising, but branding begins long before an ad campaign is in place.