? What is your company's mission?
? What are the benefits and features of your
products or services?
? What do your customers and prospects already
think of your company?
? What qualities do you want them to associate
with your company?
Do your research. Learn the needs, habits and
desires of your current and prospective customers.
And don't rely on what you think they think.
Know what they think.

Because defining your brand and developing a
brand strategy can be complex, consider
leveraging the expertise of a nonprofit small-
business advisory group.

Once you've defined your brand, how do you get
the word out? Here are a few simple, time-tested
tips:

- Get a great logo. Place it everywhere.

- Write down your brand messaging. What are the
key messages you want to communicate about your
brand? Every employee should be aware of your
brand attributes.

- Integrate your brand. Branding extends to every
aspect of your business--how you answer your
phones, what you or your salespeople wear on
sales calls, your e-mail signature, everything.

- Create a "voice" for your company that reflects
your brand. This voice should be applied to all
written communication and incorporated in the
visual imagery of all materials, online and off.
Is your brand friendly? Be conversational. Is it
ritzy? Be more formal. You get the gist.

- Develop a tagline. Write a memorable,
meaningful and concise statement that captures
the essence of your brand.

- Design templates and create brand standards for
your marketing materials. Use the same color
scheme, logo placement, look and feel throughout.
You don't need to be fancy, just consistent.

- Be true to your brand. Customers won't return
to you--or refer you to someone else--if you don'
t deliver on your brand promise.

- Be consistent. I placed this point last only
because it involves all of the above and is the
most important tip I can give you. If you can't
do this, your attempts at establishing a brand
will fail