- The primary symbol for your business.
- A sum of the values you stand for.
- The single item you will spend most time and money promoting (it will be on your cards, flyers, brochures, website, invoice and every customer communication).
- The one aspect of your brand that is therefore very costly to get wrong.
- Something that has to be meaningful for decades, since that's how long it will last.
- Something that should make you proud.
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