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Once you have created a solid mission statement for your business, you can begin thinking about a brand that is consistent with your business. This begins by getting back to the basic questions of who you are, what you do, and how you do it, upon this you can now begin to think of your business in these terms.
There is more to your business than just the logo on your letterhead and business cards or your business name. An effective brand tells the world who you are, what you do and how you do it, while at the same time establishing your relevance to and credibility with your prospective customers.
The perception of your business by customers will depend highly on if it offers any value, if it does, then you enjoy many advantages over your competition, especially when it comes to pricing.
I hope this info helps a bit.
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