Every small business needs a brand - a fundamental message or impression about its products or services that punches through the clutter and anchors itself in the customer's memory. Longtime marketing expert and SCORE mentor John McClymonds says it can create a loyal following of customers, and it can build a solid customer base for the business. "By understanding your market, your customers and your competition, you can begin to create a competitive edge that is consistently and constantly reinforced in all your internal and external communications," McClymonds adds. SCORE volunteers provide free, confidential business mentoring and free or low-cost training workshops to small-business owners and those intending to become small-business owners.