We hear certain name Brands and we have respect for what they have accomplished. We hear Fed Ex, Best Buy, IBM, Ebay, McDonalds, Amazon, and Facebook and we recognize that there is a special concept with each brand.
Each has a special niche it fulfills and each has a reputation for dependability or safety. Eliminate safety and the brand like Toyota, becomes impaired.
Most Brands also create another mindshare commonality. They save time. Consumers whether B2B or B2C want to know that they will find what they need at a competitive price, order quickly, and get out quickly.
Delivery is crucial in all services. Some companies overlook the importance. One company I order from online sends me a message within a few hours that the product has been shipped. Amazon does the same thing. The first company can always be relied upon to deliver within the 4 days they promise.
Response to problems is important. Whereas I rarely have problems with the above companies, they have money back guarantees or ways to trace shipments. More technical providers have 24/7 service desks. The service is the reliability I depend on.
Quality is flawless. I work with no companies that have products or services that do not deliver at least 99% of the time. No one has time for down time.
They follow up with Customers. Most operations and especially technical or service organizations want to know how each order was perceived. They also want to offer more opportunities to increase my purchases with specials. Amazon, Vonage, GoDaddy, Nutsonline follow up like a pesky parent.
Like car companies, a lot of people can deliver a product or service. It is what some may call the intangibles that really build Brand. The whole organization has to be attuned to providing flawless service and follow up.
Anyone can ship.