A livestock brand is a mark unique to the owner, allowing the animal to be instantly recognizable as property. A business brand serves a similar purpose — it lets potential customers quickly assess who and what you’re all about and whether your services or products are a good fit for their needs.

However, a well-built brand is more than a logo and a website. Your brand is akin to your professional reputation and identity, and if you’re not taking steps to craft your own, you might be missing out on a competitive advantage.

Branding: Necessary Or Nonsense?

Mark Aikens, DipWCF, is a farrier specializing in pleasure and competition horses in Norwich, England. He views a brand as something that defines your position in the marketplace as well as in the minds of prospective clients, and a necessity in the modern world.

“Today’s farrier has customers who may well be from a professional or corporate background themselves and thus have certain expectations of a horseshoeing professional and their business. Or they simply relate better to a farrier who has quantified their identity through a branding process,” says Aikens.

He adds that while a professional brand might not be necessary for someone only interested in earning a living from shoeing horses, it would be advisable for those farriers wishing to make it a lifelong career.

“The business world has evolved to become extremely competitive, especially in these times of austerity, so it’s necessary for those farriers who strive for success to better…