BizSugar.com › Marketing › Most small business owners do not know what branding is

Unfortunately, most small businesses don't know what branding is. Last week Hewlett-Packard Canada unveiled a survey of 1,225 small and medium-sized business owners in which 55% defined "brand" as their product or company name, and 29% said they thought it was their logo.

In reality, branding is everything you do -- from products and services to marketing, packaging and customer-service ethic -- that establishes a specific identity in your market. It's not just a logo or a line of shampoos -- it's the entire experience.