We’ve all heard the excuses. My company is too small, I can get something simple from Fiverr, I don’t have the budget, or no one cares.

It’s how you are known. It is the value differential between your product and your competitors. It removes the price barrier. It is your brand.

It’s more than just an icon, a logo, your complimentary design or the way you speak. Your brand stores all of the positive (and negative) perceptions of your company. Its value in recognition, trust and communication of your company is unparalleled.

People often refer to tissues as Kleenex even though it is a brand. They see a swoosh and immediately think of Nike. Or they hear that ever so famous Apple audible brand as their computer starts up. All of these aspects combined place your company in its own league and over time remove the ability for your competitors to directly compete against the equity you have accumulated behind your brand.

So the next time you buy Kellogg’s Froot Loops over no-name cereal, choose a Toyota over a Kia or spend $5 on a Starbucks over a $1 alternative ask yourself, how much time have I spent building my own company’s brand?

No matter the size of your company, it works, and it is that important.