Whether you’re a startup, small business, medium business or a huge firm, your brand value is gravely important in distinguishing you from your competitors. Unfortunately, the brand positioning is not taken seriously in the small firms. Most of the small businesses don't realize the value and the intent of positioning their brand as a trenchant marketing tool. Branding doesn't have to be too expensive or overpriced, but it does need to be in tune with your goals and markets.

Here is a skillful post by Stoney deGeyter on why branding is important: http://www.searchengineguide.com/stoney-degeyter/why-branding-matters-to-small-businesses.php

A solid branding strategy is important for any small business and should be a part of your online marketing efforts. If you're like most small businesses you are more concerned about selling products or services than in establishing a name for yourself. Why go through the effort? Simply put, branding helps sales.