If you've got a business, you've got a brand.  But like a wayward child, if you pay it no attention, exercise no discipline and fail to provide guidance there is little hope of that brand growing up to do you proud (or keep you in your old age).  Instead it is likely to become a source of embarrassment and could end up bankrupting you.

So the first stage is recognising the importance of branding - let's put this into context - KPMG without its brand, what is it?  A building filled with desks, computers and people on the telephone - that's a call centre isn't it?

With a little work, your brand will quickly become the most valuable asset you have, and one of the few which won't depreciate - with that in mind it's probably worth a bit of thought. What qualities and strengths do you automatically want your brand to call to mind - what does it represent?  As the head of your organisation, what do you want that brand to say about you as an individual? Take a moment and think about the emotions some of the most iconic brands evoke - Nike's Just Do It slogan is a perfect example.

However, whilst it is good to look to these world beaters for inspiration, it is important to not star gaze too effusively when it comes to your own brand.  Aspirational and ambitious is fine but overstating and overreaching is likely to create negative impressions when the reality does not live up to the façade. Striking a balance is therefore key - be ready to ask yourself at any given time - is your brand:

• Clear
• Credible
• Constant
• Relevant
• Desirable

Once you've got to grips with the brand it's imperative to convey the importance and strategy to the rest of your staff and not just those involved in marketing. It shouldn't be difficult to explain to the team the reasons behind establishing a brand for the business - after all the better the brand of your company, the better it will look on their CV!