In building a brand from the ground up, I don’t believe there are any fatal decisions that should paralyze you from the beginning. Let your gut guide you toward making decisions that propel you forward. You can always rationalize later. One example is in picking a name for your company. This important symbol, although primary, can be changed if necessary or desired. Changing a name is always an opportunity for publicity. But a name, does not a brand make. It is, in the beginning, an empty vessel that must be filled with a collection of promises, experiences, packaging, friends, products and most of all feelings, before it has meaning or equity. Therefore, charge ahead! Pick a name and never look back. Start telling your story and make sure that you and everyone associated with your brand does your name proud. To get over that lump in your throat, knot in your stomach or whatever particular body part of yours gets involved, remind yourself that some of the most successful brands (Virgin, Google, Apple, Teva) have names that might easily have been tossed on the basis of logic or fear or worst of all…market research.

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When I was growing up in the 1960s in Philadelphia, PA, almost everything my family bought was from a small shop, usually a family-run business. Quality was important. Everything had to last. Basically, we could barely afford what we bought once, much less the expense of replacing it.

Others who had more money were also accustomed to this “conscientious shopping,” but for other reasons. Perhaps they were more aware of where the money was going, wanting to support the local economy. Or, perhaps they were more focused on contributing to the greater good.

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If you ever doubted the importance of brand, you are about to become convinced. Brand is never more important than it is in times of stress. And if you’re not feeling stressed right now…you ARE alone.

Strong brands are like trust marks. Loyal customers have learned that strong brands do what they say they’re going to do; their products or services are consistent in quality and performance. And loyal customers become brand champions. This is the time to step up your efforts to give your core customers even more of what they have come to love you for. And your core customers will reward you for it by helping you spread the word about your brand.

Now more than ever, conversations between families, friends and at the water cooler are about how tough times are and what everyone is doing about it. People want to feel smart and in-the-know. So they tell others about the brands they love, the value, quality, consistency and dependability of the brands they use, the places they shop and the honesty and integrity of the people they have come to trust. But this can only happen if your brand messages have been articulated clearly and your core customers can not only repeat them back to you, but can convincingly share them with others.

Reinforce those messages now and you will win new loyal customers. Think of your marketing efforts as the lubricant that makes those peer-to-peer endorsements easier to communicate. Take advantage of the power of social networking, social media and social bookmarking.

And oh, by the way, advertising may become a relative “bargain” after November 4^th. Once the political ads are finished and the “uncertain” cut back on their budgets, media outlets may be more willing to negotiate.