Your brand is about more than just your business name or logo design, an effective brand tells potential customers what you do and who you are, it is how you are perceived by customers - brands are in
minds of customers and no where else. Effective branding will give you edge over your competitors, although most small business owners don't have millions of pounds at their disposal for expensive worldwide branding campaigns, they do have many methods are their disposal to establish a brand and in turn benefit from perceived 'value' of that brand.
Customers are willing to pay more for goods and services of 'brand name' companies, and your sales force will have a good base to work from if customer has heard of your company before, and thus already has an element of in built trust in it.
Having a brand also allows you to introduce new products and services to your target market without having to explain again who you are, and what it is you do - company will be pre-sold, and it will simply be a matter of selling new product or service.
Building a brand is not a short-term tactic, rather a strategic building of customer loyalty over an extended period that should stand test of time.
