Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in today's competitive market.
Simply put, your brand is your message to your customer. Your promise. It tells them what they can expect from your products and services, and it differentiates what your business is offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Are you the leader in your field? Are you innovative in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? Who is your target market. The foundation of your brand is your logo. Your website, advertising, packaging and promotional materials, all of which should integrate your logo, communicate your brand.