Am I right in saying that you can recite Giant Glass' entire jingle by heart?
You know the one I'm talking about: "1-800-54-GIANT. Who do you call when your windshield's busted? Call Giant Glass."
Regardless of your opinion on the song, it's undoubtedly an example of excellent brand marketing - as soon as the jingle comes on, you know immediately what company it's for. Kind of like seeing a gecko and knowing you're about to see a Geico commercial, or that the talking baby equates to E-Trade.
If you're a small business owner, you probably don't have the funds at your disposal to bombard your customers with TV and radio commercials. That doesn't mean you should give up on trying to promote top-notch brand recognition. You'll just have to find other ways to do it.