Brand is one of most important assets of any business, small or big — we often hear marketing gurus extolling the virtues of branding, but it's difficult to convince small business owners. Only a handful of them believe in branding. Majority are of the opinion that it is only for big companies. A typical response I get even from some veteran entrepreneurs is that small businesses, with not enough money to spend, should concentrate on 'more important' aspects of the business than on branding. There are many other misconceptions small businesses have about branding.

Branding efforts of many small enterprises never go beyond creating logo and tag-line. Your brand is the entire sum of what you do and you have to implement well-defined branding guidelines across all marketing and promotional activities. Haphazard branding efforts cannot help your customers associate themselves with your business. In addition, the message should be clear - what sets you apart; and never use repetitive marketing language such as "best of class", "award-winning". Also, you have to walk the talk and the commitment must be consistent.

According to some entrepreneurs, they do make a good impression most of the time, but not necessarily give any thought to branding. It is true — every business creates an impression, positive or negative. Your company name, logo, ads, service quality, how your employees answer the phone — all these things create some impression in the minds of your customers one way or another. In other words, whether you like it or not you have a brand and what you do with it is up to you. The best thing is to take control of it to your advantage instead of just letting impression happen haphazardly.

Does your small business need to be a famous household name in order to be a successful brand? As a small business you can't serve everyone, but you definitely serve your target audience and you need to win their devotion. So, when you think about your brand, think about your target audience and try to find out what makes them tick and how to differentiate yourself from the competition. You need not win the world to create a successful brand. Branding is neither about shedding loads of money. It takes time, thought and planning.

Branding may seem to take a lot of effort, but it is, in reality, much easier than many small businesses think. Initially, some efforts are needed, but once you get going, a little goes a long way. It becomes easier and more instinctive; you feel like you can be a great custodian of your brand. Never neglect your brand.

I Invite your feedback.