By Ed Delia, president of Delia Associates

When marketing "experts" refer to the concept of branding, they typically point to global and widely recognized brands: Coke, McDonalds, FedEx, Microsoft, GE, and the like.

While the "big guys" are a convenient source of reference, it makes the whole idea of branding somewhat inaccessible for the rest of us. And this is just not the case. Even the smallest company can brand itself. While smaller companies may not use the same methods to express their brand that a big marketer might – like national TV, stadium sponsorships, or celebrity endorsements – they certainly can express their distinctive identity.

LET ME TELL YOU A STORY OF TWO PAINTERS. A few months ago, my wife and I decided to repaint the interior of our home. We called two painters that came highly recommended for an estimate. Let’s call the first, Painter A.

Painter A cancelled our first two scheduled meetings, both at the last minute. On the third visit, he appeared on time, showing up somewhat disheveled and full of paint (We kind of expected that). Painter A had a piece of notebook paper which he scribbled on as he walked up and down and all throughout our home. After about an hour, Painter A said he had all the information he needed to provide an estimate. He promised to fax his estimate the following evening. The estimate came five days later.

Painter B was quite a different story. We scheduled a meeting and he arrived right on time. He too , was covered in paint, but we noticed a bright logo mark on his overalls. Painter B carried a clipboard with a questionnaire. He asked my wife and I a series of detailed questions, and really made us think about the project in ways we hadn’t before. After 20 minutes, Painter B said he had all the information he needed, presented us with his business card, and left. He too, promised us an estimate the following evening. And true to his word, his estimate was waiting for us on the fax machine when we arrived home the next night..

Guess who we chose to paint our home? Painter B, and he did marvelous work. Every company, from the global business to the local craftsman, can create a distinctive presence.

Branding enables you to position your firm as the best solution to a prospect’s needs. Without true distinction, the perceived value of working with one company over another becomes blurred. Prospects then swiftly base their purchase decision on price alone. Branding enables you to make a stand and deliver from a position of strength. And for smaller companies, branding gives you the important credibility to win that first sale.

If Painter B can create a distinctive brand presence, why can’t you? What are some things you can do right now to further differentiate your company’s brand?