Since 1996, we've developed some firmly held beliefs about what makes companies successful in their marketing efforts. We've found that overwhelmingly, the most successful companies take care to define, implement and nurture a clear brand that supports their marketing and financial objectives.

Of course, this is the business we're in, so you'd expect us to say that. But consider the following:

Investing in a strong brand:

• Increases customer loyalty
• Enables price premiums that allow for higher margins
• Insulates from new competition
• Lends credibility to new product or service introductions
• Differentiates from the competition

A few more beliefs based on experience:

• Branding is as important for technology companies as it is for consumer companies.
• Clever design without a clear branding strategy might look good, but if that slick layout misses the point, you've wasted your money.
• There's no point in going through a branding exercise if the results are going to sit on a shelf.
• Our management comes from the corporate world, and we understand the concerns and parameters of corporate branding programs.

At this point, perhaps you are asking yourself: "What exactly is a brand?" "Is it that important to invest in?" "Do we really need to worry about our brand?"