In This Chapter
“We're just a small business,” you may be thinking. “We're not Coca-Cola or Nike, with a bazillion-dollar ad budget and a global market. We're just 12 people trying to build a half million dollars in sales. We hardly need a brand.”
Guess what? A brand isn't some mysterious, expensive treasure available only to the rich and famous. And it isn't just for mega-marketers, though they all have one.
Branding simply (well, maybe not all that simply) involves developing and consistently communicating a set of positive characteristics that consumers can relate to your name. If those characteristics happen to fill a meaningful and available position in their minds — a need they've been sensing and trying to fill — then you just scored a marketing touchdown, and that half-million-dollar sales goal will be way easier to reach.
Keep in mind two facts about what brands are and aren't: