The first step of branding. (Hint: it's not your logo)

Branding your business starts long before a potential customer sees your logo or ad or even your business card. True branding encompasses every touch point a client or potential client has with your business. From the minute you take their call or greet them at the door, to the way you bill them, each step builds upon their impression of you. And that's your brand. Take a hard look at how you deal with your clients. Do they feel an emotional connection to your solutions based on exposure to you and your employees? With each interaction, you must deliver on two implied promises: you will meet their needs and you'll provide a positive experience.

Ultimately, the objective of branding is establishing a preference for your business over the competition. If your company is truly branded, customers and potential customers won't consider other alternatives when they buy.

Most importantly, be proactive. Complacency and stagnation will hurt your brand. Recognize what distinguishes you from the competition, cultivate client relationships and turn your organization into a recognized brand.