Though it’s the goal of every company to create a recognizable brand identity, it’s especially important for growing businesses because they must compete against competitors large and small, says brand management expert Sara LaForest, cofounder of Kubica LaForest Consulting. But a brand is much more than a name — it’s “a look and feel about the company and what it stands for,” LaForest points out. She offers these tips for building a brand on a budget:

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1. Communicate professionalism. Spend a few dollars on professionally printed business cards, signage, and stationery. Commission a graphic design firm, such as The Logo Company, to create a logo for use on any communication vehicle. This relatively small investment will pay off very quickly, and you can use the logo for years to come.

2. Make your services clear. While your company’s relevance in the lives of consumers may seem obvious to you, leave no room for doubt. When sending emails, offer tips or ideas on how people can benefit from your company’s offerings. Do the same on your Web site.

3. Consistency communicates. Use the same font and colors on everything that communicates your brand to the consumer — stationery, business cards, Web site, etc. Tangible consistency communicates intangible consistency in quality and service.

4. Market yourself. Include your Web address on all communication vehicles to encourage business partners and consumers to visit the site. Also, create an email signature that provides information about your business.

5. Avoid self-sabotage. Not returning calls/emails promptly or failing to follow through on a promise will have a negative affect on your brand.

— Jessica Saint Jean

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