When you are running a small business you are being pulled in a million directions and wear many hats every day. You might think it would be too much trouble to think about the branding of your company. You would be wrong.

I recently went through my list of clients over the years and discovered I have done branding sessions with almost every one. A branding session lays the groundwork for all of your marketing and is the basis of any marketing plan. If you can do your branding work before your communications get out there you will be more strategic, more focused and more effective.

But what is a branding session? It's time one-on-one with me where we uncover the true purpose of your company. I help you clarify your vision, goals, ideal targets, positioning, key messages, differentiators, customer promises and much more. I put this all together in a two-page document that becomes the guide for all your communication efforts. Think how easy it would be to write website copy when you have this information all in one place.

So if you ever feel lost about what your company is really all about, or if you think your communications might be trying to do too much, let me know. It might be time to reevaluate your branding.