We’ve got a post-it note on the office wall saying, ‘Branding is what they say about you when you’re not in the room.’ Now, I’m sure great marketing thinkers would say it’s more complicated and cerebral (and other big words beginning with c) than that. But we like it. How do people remember you? How do they describe you to their friends? What parts of your message do they relate to, warm to and feel comfortable climbing into bed with. You get the idea. And since you won’t always be there to explain yourself, you need to invest in the look and feel – and strength – of your brand. It’s importance cannot be overstated. But, and it’s a big but, it must be YOU. And it should be lived by the organisation in everything it does. That’s what we think anyway. And we’d love a chance to discuss it further with you.