Branding is one of the heftiest tools in a marketer’s toolbox. It’s so important we measure its “equity”. Yet, when asked to define it, many companies break their brand down to a logo and a few corporate colors.

I think branding is the art and science of making an impression.

Luckily, there are ways to make a great impression without spending a lot of money.

1. Use Testimonials - When someone else talks about how great you are, it’s 1000x (at least) more effective than when you talk about yourself. Period. So use lots of testimonials to help your prospects imagine what it’s like to work with you. Don’t have testimonials? Simply ask your best clients to supply them. Still having trouble? Maybe you need to work on exceeding your customer’s expectations.

2. Have a Founders Story - Facts and figures are boring. Stories sell. Answer this question - “Why the heck did you decide to get into business in the first place?” *Poof* - here’s your Founder’s Story. Prospects yearn to work with passionate companies, so don’t be afraid to showcase your personality.

3. Be Consistent - For recognition you must repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat repeat yourself. That means saying the same thing over and over again. You might feel like a robot, but you’re helping your audience learn how to remember you. A consistent brand is a remembered brand (which is a referred brand).

4. Have Fresh Eyes - The curse of knowing too much about your product or service is assuming everyone else has your same perspective. Step outside your experiences and look at your brand from a newbie’s point of view. Need help? Use a focus group.

5. Be Yourself - Eventually these prospects that you’ve worked so hard to attract will become clients. A brand’s success is defined by how closely a customer’s experience matches their expectation. Fluffing your brand with false claims will only lead to disappointment if you can’t make good on your promises. Your customer’s perception is your reality.