Branding is a pinnacle bedrock to any company, whether small, medium or global.  A brand image is what makes you stand out from your customers. It allows you to compete with your customers on a point of difference and allows you to attract new and existing customers. Brand values are how you do it.

In order to begin to operate in a marketplace you will need to understand what it is you want to achieve and what solution you would want to provide to your target market.  Do you have specific value systems that you have in place that you want to communicate to your customers? What are your motives behind the business?

Authenticity is the key for effective communication with your customers so it is worth creating a mission statement or service offering to allow potential customers to get a feel for who you are as an organisation.  As you focus on that niche, then your customers will pick up on it too.