Branding. How many books and articles have been written about marketing and branding? My soapbox for entrepreneurs includes "branding is a symptom" and is the result of consistently over-delivering products or services vs. what is promised. A small business owner does not always have the resources or foresight to create a high impact image like larger companies do. Which comes first? Will it be what people say about your business? Or is it the result of a marketing plan which specifically decides the brand identity?