The world’s best brands are as diverse as soft drinks, cell phones, cars, computer hardware and software, electronic equipment, web properties, entertainment and even fast food, but most people would readily be able to identify quite a few of them if put to the test.

In fact, chances are, in any given day you use the product or service of a top brand – whether it is popping a cold Coco-Cola; using Microsoft software; driving your Toyota; making those important calls with your Nokia phone or using a GE appliance. We rely so much on top brands like these that we even use some brand names as verbs – think Google. Want to find something online? Let’s ‘Google’ it!

All these top brands have certain commonalities that small business owners can look to for inspiration, when they consider developing their brand identity.

These factors include: a good name and a visually outstanding logo; consistency in the presentation of the brand’s identity; a certain connection to the community or communities in which the brand operates; delivery of value to the public and a particular brand ecosystem that surrounds the products or services offered by the brand. This starts with the employees of the company and includes suppliers, vendors and many other groups that constantly interact with the brand.

So, how important is it for small businesses to focus on their brand?

It is as important as creating and launching the business in the first place. That is because, quite simply put, your brand is the sum total of the experiences that customers and prospective customers have with your company. Your brand communicates what your company does, how it does it and has the very important job of establishing trust and credibility for your business.

Your brand gives your company a unique identity, and sets you apart from other businesses by taking on many forms such as a name, sign, symbol, colour combination or slogan and can influence the personality of a product, company or service.

A good brand delivers a clear message. It resides in the hearts and minds of the consumer and emotionally connects to your target market. It inspires and motivates a purchaser to choose you and keep coming back for your product or service.

Is your logo enough?

Many persons think that having a logo -- even a great logo -- is enough to establish their brand. But logos are, in fact, only one aspect of your branding strategy and are merely symbols that allow consumers to quickly recognise your company, product or service.

How do I develop my brand strategy?

Defining your brand strategy should precede the process of developing a logo. Why? Because your logo is like a small ad for your company and without a well-defined strategy it can convey the wrong message and in turn weaken your brand strategy.

The first step in developing your brand strategy is to define your brand. Start by asking yourself a few questions such as: What products or services do you offer? What are your company’s core values? What’s your mission? Do you specialise in anything? Are you focusing on a niche market? Who is your primary target audience?

Remember, it’s all about creating a personality for your company that your target market will connect to. So focus on your target audience when answering the questions and be honest with your answers.

Developing your brand objectives

Your brand should communicate your company’s personality, its core objectives, strengths, values and main characteristics. For instance, if you want to be known as a green company, your branding can include big things such as advocating good environmental practices at industry meetings, or smaller contributions such as choosing recycled stationery.

Once you’ve determined your objectives, the next step is to build and develop your brand strategy by listing how, when and what you are going to do to accomplish and meet your brand objectives.

To sum it up, when planning your brand, give some time and thought to developing an identity that customers can best relate to. If creating a brand and branding strategy seems daunting, you can always call in the help of professional marketers.

Whatever the process, you will get the most out of your brand if it accurately reflects your company’s personality, image, core competencies and characteristics. Your brand should put the rights words in people mouths when they describe your company to someone else, and if done right you will be looked at as a leader, not a follower.

Debbie Hand is co-owner of Wigglypen Creative Services Marketing & Communications which specialises in advertising and website development.