How are you known in the market place?

Is your team, business known as the innovator?

Maybe you’re known as the experienced, or reliable one in the industry?

Does your company have the known for the high-cost, high-quality product, or the low-cost, high-value option?

It’s quite impossible to be both, and you can't make everyone happy.

The target customers want and need you to be and define you in that market space. Your brand identity should be based to some extent on what and who they want you to be.

An effective brand strategy gives you a major edge in increasingly competitive markets.

But what exactly does "branding" mean?

Does it affect a small business like yours?

Branding or your brand is your promise to your customer.

It tells them what they can expect from your products and services, and it differentiates your offering from the competition.

Your brand is derived from who you are, who you want to be and who people perceive you to be.

The foundation of your brand is your logo.

Everything else like your website, promotional materials carry your logo your promise.