A brand is the personification of an organization or its products and services. Brands are designed to build relationships and emotional connection with customers. Brands are also the source of promises to customers. They should promise relevant differentiated benefits.

The two most important branding concepts that a small business must focus on are awareness and relevant differentiation. You can offer the best products in the world with the best service at the best overall value, but if no one is aware of you, you will go out of business.

Most organizations don't have to spend a fortune nor do they need to place ads in large national magazines or on TV to reach their target audiences. It is imperative to know who the primary decision maker is, what motivates him or her, where he or she goes to get information on your product category and the messages to which he or she is most likely to respond.

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