Your brand is your reputation.  It’s not just your logo – it encapsulates who you are, and what your company stands for; it is your voice and personality.  Identify who your customers are, how they think, and why they buy from you, then match your business to their needs.  Ensure every customer-facing element of your service (invoices, marketing literature, website, packaging etc) is branded consistently to build familiarity and trust.  Keep your message short, sharp and simple.  Empower your employees to promote your brand; they can either be your best ambassadors, or your Achilles heel - the choice is yours.