I wrote recently about forgetting about branding. Although it is not strictly true, I do feel that we can get misled.
Actually brand and brand building itself is not the issue. Some people think a brand is a logo. Others that it’s something a marketing consultant or designer creates for you. Others think it’s a glossy brochure or something that’s imposed upon you.
Reality, the brand is simply who you are, sharpened and made visible and audible to the world. Or, as someone else once said, a brand is what people say about you when you’re not in the room.
So, like it or not, we all have a brand and a positioning in people’s minds. The difference for small business are that they their brand through its actions, through its people and, most of all, through their offers made to the market.