You've no doubt seen the terms corporate identity, message continuity and branding many times in a variety of trade and business publications or websites. Although in theory you recognize the value in these concepts you may think your business is too small to make it a concern or even if you do feel compelled to adopt a branding strategy you are concerned the cost would be so prohibitive that you decide to maintain the status quo.
With very, very few exceptions every business is large enough to dedicate the time, thought and resources to developing a strategic, consistent and thoughtful brand or identity. Having a well thought out identity not only creates an image in the mind of your customers, but it also helps guide your employees, streamlines the development of your advertising and marketing and aids in making a wealth of other business decisions. As important as developing your brand is you may be surprised that it really can be done with on a budget which most businesses are able to manage.