Personality, positioning, and pricing = perception
Where do you sit in the minds of your customers? Do they see you as:
Expensive? Cheap? Small? Large? Hands-on? Expert? Cobbler? Artistic? Fast? Accurate?
What is your image? Do you even have an image (that you're aware of)?
How are you perceived by your customers or potential customers is due to marketing and good marketing doesn't have to be expensive.
Effective marketing will gain you valuable mind-share. When your type of products or services are needed it's your name that comes to mind.
Gain market share, extend product lines, launch new products and services, maintain loyalties by using time tested marketing techniques.