A clear brand will tighten your outward projection, build customer trust and overall recognizability in your competitive local market. A clear brand will also help guide your marketing decision-making, help you focus on your business goals and maintain consistency in all marketing materials. Building a brand is one of the most important marketing tools any business has. An strategic branding strategy gives you a competitive edge in an increasingly competitive local market. But what, exactly, does “branding” mean and how does it affect a small business like yours?