Your brand is what your clients think of you as a business. It is your promise to your clients regarding who you are and what you stand for as a business. Whether you cultivate those thoughts through active branding and marketing or not, their thoughts about you are your brand. Your brand is one of the most important and powerful attributes of your business. It forms your value proposition in the minds of your clients, and it affects their decision to utilize your services, to be loyal, or not. All the marketing in the world won't help you if your brand is not positive. As a close friend and colleague once told me, 'if you can't deliver what your clients want, no amount of marketing will help. It will only hasten your demise." Define your brand promise and deliver it consistently to cement your brand in the mind of your clients. A good reference is the book, BrandSimple by Allen P. Adamson.