Elizabeth Kraus is the author of Little White Marketing Lies and 365 Days of Marketing and the 2012 Small Business Marketing Calendar which are all available at www.12monthsofmarketing.com and amazon.com.

Elizabeth says, "Everything is marketing. Building a strong business requires you to view branding as an activity that occurs in the mind of your clients and prospects, each and every time they come into contact with you or with any aspect of your business.

"Since people's perceptions about your business (and you!) are established and reinforced (or broken down) at every touch point, it's vital for the business owner to think through the customer experience from beginning to end, from the first possible point of contact or exposure through the appointment itself and to what will happen afterward.

"Developing a more holistic approach, analyzing and taking control of all of the many activities that may occur gives the business owner the opportunity to design a truly exceptional and exceptionally satisfying customer experience." Read Less