In an overcrowded marketplace, if you're not standing out, then you're invisible. Establishing a brand is absolutely critical to long term, sustainable business growth – especially in service oriented businesses. The single biggest motivator in buying is not data, nor is it facts, it's emotional response. People buy when they feel comfortable, when they feel they can trust you, when the process feels natural and reassuring, and when they come to the feeling that buying will make them feel good.

The best way to captivate your audience is with an authentic and powerful personal brand. The benefits of a strong personal branding will give you an edge over your competition and enhance your value in the global marketplace. Branding identifies and differentiates you, your business and your products and services so you stand out from the crowd and get noticed. Your brand could make the difference between prospects and customers.

Once you have a powerful personal brand, the next step is to consistently communicate it through your brand identity: logo, business cards, letterhead, web site, invoices and any other outward communications you have.

I strongly recommend that every service professional develop a powerful brand first. While that process is taking place, I wanted to provide 5 simple tips that can be implemented quickly to provide an immediate improvement in your brand identity.

1. Have a consistent Web address and email address.

If you own a web site, then you own a domain name and it is hosted with an Internet Service Provider. For example, my domain is journeyavenue.com. Call your service provider and ask them to set up your email account. I recommend keeping it simple – firstname@yourdomain.com .

I recommend including a signature block with all your outgoing e-mail. A signature block is a four to six line mini-advertisement at the end of the message. This can be easily done within the e-mail software so that every outgoing e-mail will automatically include a signature block.

Resource: If your ISP doesn't provide this service, I recommend switching to an ISP that does. I have been very happy with MyHosting.com. Their plans are affordable and they offer email service if you don't want to move your whole site: http://myhosting.com/email/.

2. Use consistent fonts on your site and in your materials.

Have you ever been on a Web site that uses unbearably small type, or tries to cram way too much information in to a small space? Each aspect of your customers' interactions with your business, from awareness all the way through to sale, needs to be optimized for success. Any difficulty they experience, at any stage of engagement, is likely to cause you grief.

Web sites are now a key channel for people to interact with your company. They have become an integral part of 'the total user experience'. However, they need special attention as human assistance is rarely available should your customers encounter difficulties.

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