You may be a Zeeland turkey farmer, Saugatuck resort owner, or one of West Michigan’s new medical equipment start-ups. You don’t have a big name yet, but you’d like one. Now’s the time to start building your brand, or shaping your company’s image, its personality and reputation. The public perceives your company brand by what they hear and see about you and what they experience when they actually do business with you. Using a branding guide will help you be consistent with your brand and people will easily remember you, as you work towards your brand awareness and top of mind for customers.