Good brand design gives you a consistent image that will enable people to recognise you immediately. Trade marking can help ensure that your distinctive brand image is protected against competitors.

Your brand marketing must connect to and emphasise your brand values across everything you do. This is why luxury goods firms take out full page ads in glossy magazines, and high quality professionals make sure their correspondence doesn’t have spelling mistakes.

While you can stretch your brand to take advantage of new opportunities, your brand will be damaged if you fail to maintain a consistent focus on your core brand values.