For many small businesses, branding is one of the most overlooked and underestimated business tools. While many business owners may think of a brand as a logo - it’s really much more. A strong brand represents the essence of your company, a clear statement of what your company is and what differentiates you. And it can have a big impact on your business. A strong brand can help you compete with much larger organizations.

One key to building a strong brand is authenticity, which can begin with developing a brand mission that captures the “why” of your business and then delivering on that mission.

Consistency is also imperative. It’s critical that you communicate your brand through every customer experience, every day. Virgin America is a good example. Their branding extends across various touchpoints – from the logo on the planes to the extra touches like snacks and blankets on flights – you see how creating those consistent ties can make the brand even more memorable to customers.

Branding is more than design. Good branding extends into other areas, like how you handle customer service or innovate products or services. The rebranding process can raise the bar for everything you do, like how you present yourself, how you greet visitors. It’s like getting a makeover; you start looking for other areas to improve.