A properly designed logo is possibly the most important investment you will ever make, and yet many small businesses will trade for years without one.

If your promotional material isn't united by use of a common theme, colour scheme, and identifiable image, then you don't have an identity, or marketing campaign, just a collection of disparate statements, each of them less effective than they would be if working together.

Because small businesses are budget conscious, if something doesn't work immediately they tend to change it, the result being a series of disconnected appeals. What your marketing should do for you, is create a feeling of familiarity with your product or service amongst your potential clients. Familiarity equates in the consumer's mind with trust, and trust brings you business.

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