Equally important to creating and adhering to a brand is assessing your brand in the marketplace. Assessing your brand enables you to understand how your customers currently see your company and what elements or perceptions compel them to choose you over a competitor. Conversely, it also allows you to identify misperceptions and obstacles to purchases,…

Why is it important to brand your business? Why not just hire a logo designer online and a web programmer to throw a website together based on that cool template you saw, then call it a...