The corporate identity of your company starts with your logo. Make sure your company's logo communicates with your customers on what your value add is to them. The American Marketing Association defines a brand as the "name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers." Companies with a strong identity — the kind that is backed up by the ability to deliver their promise — tend to win. Investing in a a logo that communicates well has been proven to be a winning strategy not just financially but also emotionally.