Price factors into brand identity too. Without looking at price tags, we know that a certain item sold at Neiman Marcus costs more than comparable item at Kmart. Buyers reason in opposite direction too. If they're not familiar with a brand and perceive price as absurdly low, they'll create a bargain-basement image for brand, while if they perceive price as expensive, they'll imagine what they would get on buying as luxurious, aristocratic or masterful.

After you invest in creating a brand for your company, don't be quick to change it. Chances are, you'll tire of it years before public does. Repetition and consistency imprint your company identity and image in minds of potential and actual customers. Imagine how disturbing it would be to run across a yellow-and-red IBM sign in a childlike logo, or a flowery, garden-themed ad for perfume Opium! With a coherent, stable brand identity, you'll enjoy more repeat business, greater customer loyalty, easier word of mouth and eventually lower marketing expenses.

You'll know your brand is worth something when you start seeing poachers, imitators and other unscrupulous types trying to trade off investment in your brand. It's worth hiring a lawyer to shoot off a cease and desist letter, where that's legally warranted. After all, our fourteenth state isn't allowing folks manufacturing in Indonesia to claim a Vermont connection. You should be only ones presenting themselves to public as you.

For translation industry consultant Sarah Pilgrim of Wilsall, Montana, a reputation-building tool has been a half-page ad she's run for years in a trade journal for translators. A signed testimonial in it from someone in business and a credential of having been in business herself for 20+ years gives her high credibility with her target market.

"When translation agency owners read my bio, they recognize name of translation company I founded and sold, which has a good reputation," Pilgrim adds. "When they call to find out more, they can tell I know business. And therefore when I've gone to visit clients it's always been as a paid consultant, with client footing bill."

Whether you use publishing, Internet, advertising, promotional newsletters or media coverage to build a reputation, it takes time. Each piece of visibility reinforces previous effects. With a reputation, you get more inquiries like "Do you do...?" and fewer along lines of "We're looking for a _____ who does..." With a reputation, pre-sale meetings drop to one or zero. E-mail or phone exchanges can suffice. Powerful stuff!