You may have heard the terms 'company branding' used in conjunction with online marketing. I have heard the term quite a few times myself but have only recently started thinking about what it means for the modern entrepreneur. In the old days, you could establish a business and have friends or family spread the word, but that's not the case anymore.
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Apart from active advertising campaigns, company branding is an integral part of establishing your business as a trustworthy company. Years of solid service, thousands of dollars in marketing, catchy logos, and designer products are what contribute to established branding. Unfortunately, very few companies care about branding and find it an unnecessary task, but at what cost, I ask you?
Businesses that aren't trusted or recognized often fail and file for bankruptcy. The fact is, the world has become highly competitive, and without a loyal customer base, your company won't succeed. People associate brands with trustworthiness and tradition, but if your business can't break into that mold, there's not much success for you out there.
All companies are assigned a value based on their branding. That means, your company as well as mine could be at risk. Are you really willing to let everything you've worked for go to waste? Also be sure to see more tips here: http://www.entrepreneur.com/article/77408