Most small to mid-size businesses focus on who their customers are and what their needs are. Then there is the all-important plan for how to reach them. This is called marketing and it is an extremely valuable process.

Branding's impact begins where marketing ends. This is when customers focus on who the business is and what their intentions are. This is very often the over-looked interaction in business.

Your product is good. Your service is good. But who are you?
 
Why did you start or buy this business in the first place?
 
What drives you and your employees?
 
What is most important to you when customers interact with your product?
 
Is any of this being communicated?