Brand Importance
Why focus on branding? Because many small businesses do not have a brand. They have a logo and a name, but those things are not by themselves a brand. They are representations of your brand. If you are struggling with your business, lack of a brand could be the reason.
Your brand is your promise to your customer. It defines who you are, guides you in making your business decisions and differentiates you from your competition. For most, it is as close to getting people to read your mission statement and corporate goals as you're likely to come.
Many clients I work with do not have a brand and often struggle with their business identity. As a result, they make inconsistent business decisions and are inconsistent with customers. Your brand is who you are, who you want to be and who people perceive you to be.
By having a clearly identified brand, you can be consistent with how you interact with your customers, vendors, employees and anyone else whom you come in contact. It provides a stable identity creating something that loyal customers can rely on. Done well, your brand can even become a source of revenue by putting your logo on merchandise. 
Your name and logo should tell people who you've never done business with something about you and your business.
Much like looking in a mirror, you should be realistic about your brand promise and make sure it really reflects you. This can be a hard process of self discovery and I can help you create a brand you can deliver on.