“If you have not specified your company's brand, don't spend another dime on marketing until you do. … small companies can also develop potent brands and market them successfully, says Steve Manning, managing director at Igor, a branding and naming firm based in San Francisco.
"A brand creates an image in the mind of the consumer. It says something is different at your firm, something worth more than business as usual. If your firm is a commodity, your customers will choose you solely on the basis of price or getting something for free. If you've got a brand, you're selling a lifestyle and you can sell anything you want," Manning says.”
