Name check Branding is as important for success as the merchandising that shows it off. Here's what to focus on to get it right from the start W ith so much competition, developing your brand identity has never mattered more. Your company's message needs to be reflected across all aspects of your marketing strategy and that's something that starts with your logo. Your logo will appear on your website, business cards and letterheads and possibly even your product itself, so it's important to think carefully about what you want it to signify. Get it right from the start and you can carve yourself a cohesive brand identity straight away. What's more, having to go back to the drawing board further 176