All businesses need some branding.  That is a powerful statement that many small business owners might disagree with.

Some small business owners think of big, huge consumer brands like Coke, Pepsi, Dell and McDonalds when they hear the word "Branding" and figure it doesn't have a lot to do with their business.

Yes, I agree that launching and maintaining a large consumer brand is expensive -- however, I think it's a mistake to abandon all branding efforts.  Here's why:

 Branding means owning a position in the market in your target customer's mind.  It's not about mega million dollar advertising.  It's about being focused on your niche and staying consistent with your visual message.  Its about knowing who you are as a business and clearly communicating it to your target market. 

 Companies who try to be all things to all people lose their brand identity. 

Having a focus, especially a focus that offers a valuable message to your target market, will help to improve your marketing efforts. 

That's good branding.  And that's good business.  Don't you agree?  Leave me a comment and let me know your thoughts.

About Chris Brown: Since 1998 when she started her marketing firm, Chris has helped small and medium sized companies with improve their marketing to get better sales results.  For 17 years prior to that, she helped large Fortune 500 companies with their marketing efforts.  She likes making a difference and sharing her knowlege.