Don't confuse your brand with your logo—3 ways to build a strong brand

Branding is such a misunderstood term in the marketing world, and hardly anyone agrees on an exact definition. A lot of people think that a company's brand is its logo. But a real brand goes much deeper than that. In a nutshell, branding is a combination of specific functions that are necessary to make your business successful. And these functions require a consistent, ongoing effort. When done properly, they will increase awareness of your business and build loyalty and trust—and this all translates to more clients and more business. Big companies spend millions of dollars on branding, and they guard their brands very carefully. But there's no reason that small and mid-sized businesses can't use the same tactics (without spending millions) to build brand equity. Here are 3 ways to build a brand for your business that will pay off:

1. Decide what you can do for your customers that your competition does not or cannot, and focus on those points in every ad you place.

2. Don't ever forget about customer service. Only employ people who can get on board with your brand and make sure each person knows their specific role in helping to build it. Once a client is ignored at the counter, treated poorly on the phone or billed incorrectly, you've not only lost that person, but everyone else who hears about their unfortunate experience.

3. Be responsible. This is one of the best PR strategies you can employ. Keep your promises. Follow through. Pay your vendors on time. Be a good citizen and get involved in your community. Ensure your clients aren't disappointed once your advertising gets them in the door.

Done correctly, your brand will:
• Deliver your message clearly
• Confirm your credibility
• Connect your target prospects emotionally
• Motivate the buyer
• Cement their loyalty

Main takeaway: a good brand that is consistently employed will most definitely impact your bottom line.