Branding is the process by which a company stamps its business culture and what it stands for in the mind of a customer. When you think of Apple, you think of sleek products with interesting designs. When you think of Red Bull, you think of action and adventure, and exploring new things.

Branding isn’t about a logo, or a catchphrase, although those things can help brand a company. Branding is the expression of the ‘why’ of a company, instead of the ‘what.’

So, how do you define, create and build your small business brand?

• First, you have to know what makes your company different from the competition.
• Second, you have to express that difference through your content so that your target audience understands why your products and services would be appealing.
• Third, you have to make sure that all your employees understand the culture you’re trying to sell.

For example, if you own a skateboard business, your culture may be all about the freedom to let people be who they really are. So your branding message would be about non-conformity, and embracing a person’s uniqueness.

Branding must follow culture, and to do it well.  At the end of the day, you have to know why your business exists beyond the products and services you sell.