Branding is a pervasive force that is impossible to ignore. It is more than a mere logo and tagline. It is the perception you want to communicate to consumers but also the allegations you communicate despite yourself. By definition, "brand" is whatever the consumer thinks of when he or she hears your company's name.

How to stick with your small business through tough economic times. Being the owner and entrepreneur of a three-year-old company here on island, I hardly thought I qualified to author a column on how to stick with a small business through tough economic times.

In my last article, we discussed some important considerations that small businesses should make when planning to take their business online. 

It seems like everybody is doing it these days – launching a website, that is. If you are a small business owner, chances are you have already established your web presence, have toyed with the idea or have been told by some marketing guru that you should consider it as an essential part of your marketing and promotions campaign.

The world's best brands are as diverse as soft drinks, cell phones, cars, computer hardware and software, electronic equipment, web properties, entertainment and even fast food, but most people would readily be able to identify quite a few of them if put to the test.