Nike, Apple and Levi’s Jeans. Some businesses have reached that magic sweet spot that makes their name synonymous with a product. The ultimate association between business and product is not just about clever marketing. That instant connection can be summed in one word: branding.

Branding is the process by which a business establishes a coherent message and translates that message into their marketing. It is such an important factor, that the effect of the branding process can often account for the success or failure of a business venture.

Establishing a brand means that your business has a unique and confident voice, that it is able to communicate fluently with its target audience and that it successfully established trust, as well as anticipation, with the audience in question.

So how does a small business make the leap to becoming a brand? Here are the 5 key steps you can take to make your business brand-worthy.