Most people think of a brand as a logo or font. But when you sell an intangible service like consulting or helping someone find their dream home, your brand consists of more than just colors and images. Your brand is determined by your core values and level of service you provide to your clients. Not only can your business have a brand, but you can have a personal brand as well.

Having a well-defined brand allows you and your business to reach its full potential; you can charge a premium rate, sustain in varying economies, and more easily retain and expand your customer base. Your brand lets your future and existing clients know exactly who you are and what to expect from doing business with you.

Your brand can also help you make business decisions. When you are confident in the direction of your brand, you can use it as a litmus test to determine how well aligned to your brand is the activity or offer. Will serving this new neighborhood enhance or detract from my brand? Will advertising in a certain periodical or website reach my target market? Is attending this mixer placing me in the right arena to help build my brand? Will launching this product fit with the type of goods and services my clients expect of my company? A solid brand will help you navigate any question that comes your way.

Think of your business as a bowling ball and your brand the lane bumpers. The brand prevents your business from straying with ideas or decisions inconsistent with your brand and that don’t fit your narrative. A brand serves as a guideline for the employees and the principals your company during strategic planning and the creative process shaping all client relationships.

Think about the objectives of your brand and how it reflects you, your business, and your clients. A strong brand will help your business proper with the following benefits. Your brand is important because it will:

Create an experience that inspires your clients to talk about you with their friends and colleagues.
Build trust with your clients.
Separate you from your competitors.
Tell your story and your why so your clients completely understand you and are compelled to do business with you.
Keep you and your company top of mind despite so many other organizations asking for their business.
Build a sense of community with your clients through community activities and charities that are meaningful to you and your employees.
Resonate with your clients through understanding and supporting their values.
Speak to the needs of your clients today and your commitment to evolve as their needs change.
Build relationships.
Demonstrate your core values through action.
Convey your area of expertise through accurate and insightful exchanges.

So, when developing your brand and identifying the values you want your brand to have, take into consideration the why of having a brand and how you want your brand to benefit your business and clients.