Much is based on the goodwill generated in the brand over time and consumers know to trust a particular brand. But, in these days of quick fire multimedia, a brand can be developed and gather a reputation much more quickly.

Re-branding even for small businesses is not cheap - signage, letterheads, websites, terms and conditions etc. therefore:

• Check out it is not already being used as best you can, ie, Companies House, the Intellectual Property office, Yellow Pages.

• Choose a word which is made up if possible and memorable.

• Protect it by registering it as a trade mark – it must not be descriptive and must be unique. The cost is £2,000 - £3,000 for a European and £350 to £500 for a UK one.

• A trademark is not called intellectual Property for nothing – it is a valuable asset.

• Be realistic. Until you have a brand in which great goodwill is generated and people copying it will cause loss of business, concentrate on getting your products absolutely right.