A brand is more than a logo or company image. It is the experience and expectations of the customer. It is the company’s ability to deliver a promise.
For small businesses, branding can often take a backseat to other considerations, such as product development, product research and funding. This is a mistake, since a company’s brand can be the path to its success.
If you don’t brand your company, someone else will and you may not like the results. Your prospects may assume certain promises that your company may not be able to keep, such as having the lowest prices in your industry. If your positioning statement claims that you are the best value for your market, but not the lowest price, your prospect may be disappointed by their assumption.
A company should be proactive when it comes to branding. Multiple touch points, through advertising and social media, can help a company promote and monitor their brand promise.
Linda Danaher 