Whether you are a multinational corporation or a one-person home-based business, your brand says a lot about you and your company.  It can help set you apart from the competition and form the groundwork for future growth.  Your brand is more than just a logo on your letterhead and business cards.  It is your identity, letting the world know who you are, what you do, and how you do it.  

When creating your brand, there are several things to think about.  Who is your target audience?  What is important to them?  What are your business's key features and competitive advantages?  Why would somebody choose you over your competition?

In today's world, where the search engine is king, developing a business name, logo, and tagline that not only expresses your identity, but also optimizes on key search terms is extremely important.  The colors and fonts you use should help to relay the mood or feeling that you are trying to get across.

It is important to remember that all pieces of your brand should be suitable for use on your letterhead, business cards, website, catalogs, menus, decor, and signage.  When marketing across different platforms, such as direct mail, newspaper, Facebook, Twitter, email, and your website be sure that all of these mediums have the same look and feel.  When directed to your website through other media, a tight integration of the branding experience will tell your customer they have come to the right place, encourage further investigation, and support their decision to return in the future.

The Rule of Seven says a prospective customer needs to see or hear your marketing message at least seven times before they take action.  If everything in your brand is used consistently, over a short period of time, you will achieve instant recognition.