Branding is one of the most important aspects of marketing for any enterprise. In this guide, the author shows how an eye for detail and design can haelp to re-energise any company or organization. The shows the reader how simple brand identifiers like colour and feel can make powerful statements about your company, no matter what its size. The author aims to show how to change the way you think about your company's identity, and how to take simple steps to increase your sales and profits through effective branding and enhanced customer satisfaction. Case studies demonstrate how the theory has been turned into practical steps - and checklists and action plans should enable the reader to do the same.