Logos and branding – does it really matter?

The first thing to recognise is that branding and brand building is not some kind of elaborate con or subterfuge.

You cannot just impose a brand. It is the essence of what you – your products and services – are, and so it follows that to successfully establish a brand you must first know who you are and where you are going.

You’d be surprised how many businesses I start to work with, who have no clearly defined mission statement or promotional strategy.