No matter the size of your company – sole proprietor or 50+ employees – a clear brand strategy is imperative when competing in today’s digital market place. Imagine driving a car without a fuel gauge or speedometer to a far-away destination without a map; that’s analogous to setting off with a website without a brand strategy. Branding is the first thing you should work on after you’ve determined that you have a viable business and a valuable product/service to offer. A logo, tagline, or the colors you choose to represent your company are just a small portion of what makes up a brand.Your brand is the representation of your company's reputation through the communication of values, passions, and purpose. Your brand is a promise. When you have an effective brand, it will deeply connect your business to your customers, drive loyalty, and increase recognition in the market place.