Brands matter whether you are selling technology or toothbrushes. A good brand makes your product easier sell, can allow you to charge more for your products, or fetch a higher price should you sell your company later. Successful brand development and implementation require expertise, but not necessarily a lot of time or expensive advertising.
Your brand must be documented in order to explain it, use it, and measure it. This is an area of expertise that relies on a formal methodology and experience. If you don't know what a "brand identity statement" is or how to correctly build it, you need help. A "branding exercise" has been one of our most popular services and makes sense for companies of all sizes and time in business - the sooner you do it, the better your business will be able to consistently execute your brand.