Donald Trump brands all of his businesses, using his last name. For example, Trump Tower.

His exquisite properties have an image of excellence resulting mostly from this astute branding, commanding much higher prices than comparable properties.

Consider Trump's newly-planned project in Tampa. Money is no object for those planning to buy. Interest has been very strong.

Brands communicate a personality, attitude, and a market position. Remember, when Hertz claimed to be #1 in car rental?

Although there were several runners up at the time, Avis claimed to be #2, using the "we try harder" mantra, successfully convincing the market by advertising that they were #2.

In the consumer's mind, there is room enough for only two or three brands in each category. People can recall Hertz and Avis, but few other rental car companies, when asked.

You may have noticed that we brand our businesses with the "Alquist" brand. As examples, we're "Alquist Enterprises." Our AMSOIL distribution business is "The Alquist Advantage Network."

Like all other brands, "Alquist" has a brand personality, attitude, and market position. We're champions of self-employment.

John calls himself "The Great Emancipator of the 21st Century," freeing people from the "last legalized form of slavery," employment.

We offer positive self-employment alternatives, such as AMSOIL. John's speaking, writing, consulting and facilitation advance self-employment in many different ways.

The "Alquist" brand has a mindset that thinks outside of the box and is attuned to, and usually ahead of, market trends. This mindset is first class.

It expects and celebrates success. It welcomes globalism and free trade. It provides value and can teach others to create wealth.

It radiates joy. It is confident, consistent, and expectant of attaining goals. It knows that innovation is key to modern business success.

It uses modern technology to the fullest. It's overjoyed that the Industrial Revolution has died and that we are returning to the historical normalcy of widespread self-employment.

It builds people, taking them to the next level of their achievement. It's future-oriented, never looking back. It detests a "business as usual" attitude.

The "Alquist" brand says no to corporate paranoia, no to working in a corporate cubicle farm, no to managerial incompetence and shoddy treatment of people, no to financial insecurity, no to fickle firings, particularly to those over 50--a group of people almost unemployable.

We believe that all businesses need to brand themselves, showing why they're different and or better than competition. Branding can separate you from the rest of the pack. It takes a long time to build any brand, so start building your brand today, tomorrow and forever.

Be consistent always. Like Hertz, shoot for #1. And like Trump, be #1 in your field. Be the best. And let people know that. There's no such thing as too much good public relations exposure, says "The Donald." We agree.

Branding: for marketers, that's the "Real Deal."