Think about the companies that you love. Are you a diehard Diet Coke drinker? Do you only buy Apple products? Are you a self-proclaimed Levi’s addict? When you travel, do you swear by one hotel brand or airline? Chances are, you can think of at least one business with which you have that type of relationship. But how does a person feel an intimate connection with a can of carbonated soda, a computer or a pair of blue jeans? Through branding.

Branding—this includes everything from the layout of your store to the words on your Web site, and everything in between—allows you to give your inanimate company a personality that people can relate to and rally behind. A strong brand makes customers feel as if they’re part of something…as if the company belongs to them. When deliberate and consistent, your brand will create loyal fans who want to support your musical instrument business over and over again.

You don’t have to be an international corporation to create a brand that customers love; instead, you simply have to consider what you want your company to be known for, and then ensure that it echoes throughout your company. It should reverberate from your promotional flyers and social media posts to the employees who speak directly to your customers on the showroom floor. Creating and cultivating a brand is no small task. To the right are five points to consider.

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