Branding a product or a business is a bit different from what cattle ranchers do, but it’s basically the same idea. You need to leave an impression in the minds of customers and prospects. You must have a logo and slogan that are synonymous with your brand identity. And you must position yourself in the marketplace so that it’s easy for consumers to differentiate you from the rest of the herd.

Advertising, PR, and branding campaigns with Web capability aren’t cheap. Since strategic brand management gurus generally charge by the hour, you can save a lot of time and money by doing much of the hard work beforehand. Here are six tips to get you started on your brand-building strategy:

1. Read your business plan.

2. Draft a mission statement — or tighten up the one you have — stating your raison d’etre so clearly and succinctly that anyone would understand. Then develop a couple of possible marketing slogans, no longer than a short sentence each.

3. Enlist a local artist to help craft or enhance a logo that reflects your mission statement. (You can hire a professional graphic designer later to polish up your concept.)

4. Don’t ever be squeamish about self-promotion. That doesn’t necessarily mean billboards, TV buys, and radio spots. To increase visibility, sponsor a community event that connects your customers to the positive values you mutually share. Or host a workshop about an important service you offer — and invite the media.

5. Ask existing clients to give testimonials describing how you helped them and how gratified they are. This will help you distill your brand appeal, in addition to providing content you can use in print and online advertising.

6. Constantly engage in self-reflection, whether you’re building your business or you already own the market. Be brutally honest. You can call yourself the best at what you do, but unless you back it up every day, you squander credibility, which is difficult to earn back.

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