Think of your brand identity as your business’ personality. It’s your voice. It’s how people and businesses alike will recognize you and all you stand for. Some of the most powerful brands in the world are Amazon, Google, and Apple. What comes to mind when you think of them? The first thing that pops into your head is probably their logo. Then, you might start thinking about the products or services they provide, or even an experience you’ve had with them. Those are all good signs of a strong brand, and you don’t need to be a huge corporation to make it happen. Even small businesses can develop big, powerful, connective brands.A strong brand will resonate with your audiences and help you to build relationships with them. That can make all the difference between followers and advocates for your business, or critics and cynics. A brand should be clear, straight-forward, and consistent. Too often, businesses tend to be all over the place with their marketing strategies, trying new idea after new idea in an effort to see what works. Unfortunately, that can make your business look lazy, confused, or even uneducated when it comes to how to effectively market yourself. A powerful brand has to be completely transparent and authentic, while remaining relevant and distinctive in order to have an impact on other businesses. By building your brand (aka your personality), you’re more likely to come across with that authentic nature, and your business will shine as a result. You have to be willing to step forward and separate yourself from the B2B pack.