I continually find myself in a position where I am having to explain to a client why brand perception and reputation are important. Most commonly smaller companies have the perception that all 'brand work' is only for the 'larger power-houses' however this couldn’t be further from the truth. Your brand and how it is perceived can have a significant impact on your business's success. Whether you sell products or a service the public judge you as a whole, as a brand. Therefore in order to gain any form of success you must first win the trust of the people who you are wanting to buy from you. To do this, you must offer value to a potential client or consumer whether this is through buying tips, product advice or offering discussion forums on your site; the options are endless. This sort of work is essential regardless of the size or type of company you are, this information also opens up a gold mine of potential link building material to you so what have you got to lose? When in doubt, look at it from a potential consumer's point of view. What do you look for when you are dealing with a company?