Sales people tend to be optimistic, but don't over-promote yourself or promise more than you can deliver. There's a difference between showing you have confidence and over-selling your capabilities.

Advertising is about getting people to pay attention to brands, and ad agencies and public relations firms are constantly trying to make their clients' brands stand out. Lois Geller, owner of Mason & Geller Direct Marketing recommends putting your own picture on your ads. "You are your business. No one wants to get a letter from a corporation," she says.

Crafting your best identity should be based on what is within you, says Bob Baker, www.brandingyourselfonline.com. "In other words, you shouldn't conjure up an image you feel would be cool and then mold yourself into that identity. The brand you create should be based on who you truly are as a human being. It should reflect your real skills and personality. Remember pop duo Milli Vanilli and the fallout when it was discovered they didn't actually sing on their best-selling album? Faking doesn't work.

"The same goes for the person on the other end of the positioning equation – your potential fan. A person's preferences and view of the world are influenced mainly by the memories and attitudes that already exist in his or her mind, which explains why most people aren't easily swayed by dazzling advertising blitzes and publicity campaigns. If they were, every dot-com company with a Super Bowl ad would be prospering! The truth is, they're not. Bottom line? The mental perceptions that exist in the minds of people in your target audience are just as important as your ideas about how you'd like to be perceived," Baker concludes.

Short-term, smart branding gives you the immediate recognition, market access, and momentum you need to attract customers and build sales; long-term helps increase market share, foster customer loyalty, sustain your client-building efforts — and practically guarantee clients will eagerly refer you to others ("Look what I'm part of! You should be too!").

Branding should be part of your annual marketing/advertising expense budget. The Small-Business Administration advises entrepreneurs to use 5 percent of their gross sales on advertising, but of course, that amount will vary depending on your gross sales and geographic location. Marketing budgets go further in rural communities where print and other media costs are lower, and many public relations efforts are free.

Building a brand and brand-following takes time. It's usually the result of a well thought out, consistent campaign using different media and technologies, marked by message repetition and high-frequency contacts. Building brand awareness can include using traditional tools like your business card, letterhead, brochure and hardcopy; or radio/TV advertising can be integrated with high-tech e-communications, such as e-mail, e-newsletters and your personal Web site, creating visibility and competitive differentiation while projecting credibility and (just as important) likeability.