It’s a phrase we’ve all heard before, but in business it couldn’t be more appropriate than when talking about branding.  New businesses often overlook their branding initially in order to save cost, but in our experience this is a false economy.  Like it or not, people quite often make a decision based on appearances, whether that be a restaurant they want to eat in, a destination they want to visit, or a company they want to buy from.  A professional brand, well designed logo & stationery, and consistency throughout your website and marketing literature will make a massive difference to the first impression you make.