A logo is only one manifestation of brand identity, used to create a memorable impression, but it is useless if you have not clearly defined your audience and focus of your business. There are plenty of clearly branded businesses using only consistent fonts or colors in their marketing collateral. But whatever you decide chose one image to stick with through all your business communication, and make sure that image is professional. In other words, if you do not have resources or finances right now to have a professional image developed for you, work with less, rather than using badly formatted clipart or a layout that makes you look amateurish or cheap. That approach can only hurt your business and your brand, so find level that works for you without a negative effect.

Once you determine what brand you want to create, and have developed an identity to accompany it, work has just begun. You will need to vigilantly reinforce your brand every moment you are in business. Your brand needs to affect everything your business does, everything you and your employees say, and every bit of information that comes out of your office. Letterhead, invoices, proposals… these should all consistently promote your brand. In your voice mail, in your email sig, and every time someone says, "What do you do?" your brand should come out to shine. Domain names and web site content should, again, reinforce your brand. Everywhere you use your brand with consistency, you are communicating with voice of your company.

Be aware, though, that this does not happen overnight - your brand will need to build over time. Develop a strong brand, and use it consistently, and more and more often, your brand will pop into people's minds when they have a need that you can provide.

3. Demonstrate Value Actions speak louder than words. If you want clients to be aware of value of your products or services, you will need to give them a test drive. Open door with newsletters, workshops, a free session or articles found on your web site. Over time demonstrating value you provide will convince prospective clients of your ability to solve their problems and help position you as a trusted advisor.

4. Build Your Network The objective is to know who is interested in your products and services. Networking is a good idea because people like to buy products from people they know and trust. If they’ve met you or been referred to you they are more likely to trust you.

Depending on business you are in, you can build your network of prospects through conventional networking or through your web site and email. Either way more qualified prospects you have in your network better.

5. Stay in Touch Memories are short. Once we hit middle age most of us can't remember what we had for dinner two days ago, much less host of services various firms provide. In most cases its safe to assume your target market has forgotten about range of solutions you offer, if they remember you at all.

Stay in touch with your target market on a monthly or, at a minimum quarterly basis. When you contact people be clear about action you want prospective, existing and past clients to take.

Win Marketing Game Once you know rules to marketing you can apply them to map out your marketing strategy, and to select marketing tactics that will leave your competition in dust.

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The author, Marketing Coach, Charlie Cook, helps independent professionals and small business owners who want to improve their marketing and attract more clients.