You'd love to have a brand that exemplifies your corporation's best qualities and one that makes every customer want to purchase your products or services.

Some of the most successful organizations in the world have worked hard to build and maintain brands that people remember. However it is important to note that branding is as important for larger businesses as it is for smaller ones.

What Is a Brand?

So what is a brand and how can you use it to effectively convey the right message to your customers?

A brand is the identity of your organization. It is a unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services.

No one element makes up a brand. It is both a physical and emotional trigger to create a relationship between consumers and the product or service.

Whether you are a physical retail establishment, conduct your business online, or both, the first interaction any customer has with your company defines your brand.

Are you friendly and helpful like L.L Bean, or self service like Priceline? Are your products high-end like Garnet Hill, or bargain basement like Overstock.com? Do you offer something no one else does like Red Envelope or are you competing on price in a competitive market like KB Toys?

Consistency in Branding Is Key

Whatever you decide, be sure to consistently communicate company brand values.

Don't just assume your employees know what your organization stands for. Tell them and tell them often through regular training activities.

New hire training, new position training and quarterly update training are important to put in place. Reward personnel for behavior that exemplifies the values of your company and be sure to correct those that do not follow the appropriate course of action.

But beyond that, build your call center or in-store service centers around those values to enable your employees to carry out the brand that has been defined for them.

Always ensure that your company positioning and branding is strongly and consistently communicated at every possible customer touchpoint.

By operationalizing your brand and making your brand part of your organizational DNA, you'll be well on your way to establishing a smart brand that customers know, love and respect.