A lot of small and medium-sized businesses do not seem to understand the importance of branding. Branding, apart from being an important factor in marketing, goes beyond just carrying your business name and giving out your name card; branding involved conveying an important message to your potential and existing customers. A brand should be known for who they are, what they do, and why they are better than their competition.
Proper branding should be able to pass across this message effectively. For small businesses, branding is important particularly because of the matter of loyalty. A proper brand that people can easily identify with goes a long way to help solidify customer loyalty to the brand as well as reinforce their purchase decisions.