Developing brand-name recognition and a company logo are way down on the priority lists of harried entrepreneurs. But experts say it's a necessity for companies of any size in today's market. In the LA Times, mall-business consultant Paul O'Reilly answers questions about the expense and aesthetics of branding.

What are small companies missing if they avoid the time and expense of developing brands?

They're missing out on the ability to define themselves, who they are, what they do, what they stand for and who they want as their customers. If they don't project any particular image, they won't be able to distinguish themselves from their competitors, and customers won't find them, remember them or choose them again next time.

What is a brand?

O'Reilly: It's everything that creates the image of your company and makes your customers remember you. It's not just art or logos or typefaces or a catchy slogan. It's all that plus your interactions with your clients, the reports you write, what you and your employees wear, whether you show up on time, your reputation for quality or speed or fair price and many other things. Branding is not just for big corporations,like Nabisco or Exxon, it's for every business.

How does an entrepreneur on a budget get started developing a brand?

O'Reilly: The most basic step is choosing a name for your company and sticking with it. Sounds simple, but a lot of firms go through many names over the years, and they don't consistently project just one. Obviously, this gets very confusing for their customers. They should be using the same company name on everything, all the time: Business cards, Web site, invoices, letterhead, fliers, brochures, web, trucks.

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