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Recently I took my son to an orthodontic appointment in a very nice office building. The architecture was beautiful, the landscaping plush, the furnishings stylish. Whether or not any particular business that rented space there was financially sound or reliable, the impression was certainly good.

In spite of the impressive surroundings, one of the businesses there baffled me. It took up a big chunk of the ground floor real estate, as I passed they were having plush, new furnishings delivered, the office was opulent…but I couldn't for the life of me tell what the business offered.

Now the same thing might be said of many businesses (my own included). But I assume that a business that pays for an upscaled storefront, expects foot traffic, and spends resources for things like detailed brass lettering, would also want passersby to note who they are and what they offer.

The primary concern of a legitimate business should be providing a high quality product or service. The second must be finding clients and/or customers. But once those two crucial elements are in place, creating a desirable brand and reinforcing the quality of your offering is an important part of a sound business strategy. Some ideas:

• Choose a name that reflects your product or service. Better to use Impact Business Cleaning Services than Impact Executive Services.
• Get clear, professional business signs. Custom Impact Signs catch attention, are memorable, and give the potential customer/client needed information.
• Create a logo that is memorable and coherent with your business. LogoBee does fabulous, guaranteed work (save $20 on any new logo just by using the coupon code #5666).
• Have a web presence. Since so many people do initial research on the internet, having an affordable small business website and social media pages is crucial.

When you're ready to be an entrepreneur, get things started on the right foot. Some resources to help are Branding Basics for Small Business, Branding Yourself, and the American Marketing Association.

Alison Moore Smith is a 61-year-old entrepreneur who graduated from BYU in 1987. She has been (very happily) married to Samuel M. Smith for 40 years. They are parents of six incredible children and grandparents to two astounding grandsons. She is the author of The 7 Success Habits of Homeschoolers.