One of the great benefits of building a marketing business over the last 20 years or so is that everything we create generates so much feedback. This allows us to learn and modify our approach over time, creating constant improvement. We have been involved in every aspect of marketing over the years and one of the most popular topics for conversation is ‘branding’. I guess this makes a lot of sense. After all, branding is central to your marketing strategy: it is the visible and emotional badge representing your standards and values.