We’ve all felt the power of a compelling story—attention-grabbing, imagination-stirring, heart-winning. Its call burrows down into our brains, then pops up to influence us when we least expect it. Branding is, initially, about telling your story. And when accurately pinpointed and engagingly told, your brand story can have a powerful effect on your market. 

Your company is writing its living story every day. It’s as distinct as a fingerprint. Your branding is how it takes shape to the world. And, by accident or design, it’s very likely a major part of whatever level of success you’ve achieved to date. Is yours irresistible, or humdrum? 

Once you have a compelling look and feel, however, the real work begins.

To be most effective, the way your branding takes shape needs to extend beyond your logo, marketing materials or packaging.  It's important that your brand essence be integrated into every aspect of your business, from product development to customer service, and finance to sales. Why? For starters:

• Customers will connect with your company in myriad ways, and will be evaluating your authenticity at each intersection. Letting them down erodes trust, making them more vulnerable to competitive appeals.
• Integration is typically smart finance, as all your moving parts are supporting the same endeavors.
• You're in a stronger position for innovation when all your team is involved and on the same page in supporting your brand.

So as you're guiding your small business to its next breakthrough stage of growth, consider every customer "touchpoint," (any place that your customers come in contact with any part, product or person related to your company), look carefully at every story that can slip out from you, your employees, press or satisfied or dissatisfied customers... all of this relates to your brand. And do what you can to make the story unified, authentic and irresistible to your best customers. 

Next, read about the power of Customer-Focused Innovation...