Branding is one of the most important aspects of any business, large or small. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours?

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Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates you from your competitors. Your brand is derived from who you are, who you want to be, and whom people perceive you to be.

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The foundation of your brand is your logo, website, packaging, and promotional materials--all of which should integrate your logo, color scheme, and overall design--communicate your brand.

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Defining Your Brand

Some questions to ask when trying to define your brand.

• What is your company's mission?

• What are the benefits and features of your products or services?

• What do your customers and prospects already think of your company?

• What qualities do you want them to associate with your company?