There are various definitions of branding defined by marketing gurus; from a marketing technique that helps companies establish a unique presence in the marketplace whilst differentiating from their competitors; to the sum of all the words, pictures, values, perceptions, stories and expectations that surround a business ~ a ‘promise' of what your customers can expect from you. The following are the key elements of building your brands that are essential for all SMEs to know:

There are many similarities in the way large and small businesses achieve success. As both require a well-established "brand name" to create increasing value and effectively market their products or services, establishing a strong brand name is fundamental for any business to compete and grow.

Brand-building plays an important role of defining your organisation in the public eye. It is an integral part of an SME's marketing mix and expenditure. Successful SMEs traditionally display a strong entrepreneurial spirit, and leverage that spirit through a defined culture in order to provide innovative services and products. In fact, brand image must be consistently delivered and supported by the organisation's values and culture. A well-structured strategic planning process requires full consensus on brand strategy and develops integrative sales and marketing promotion programs which must align with the overall business strategy in order to create brand value.

Source : Small Business Resource Centre