Aside, of course, from the top company and business brands, I find brand strategy and brand management in many businesses is still lacking. In the world of marketing, your brand is the very first and most vital tool in your toolbox. It impacts on every part of your business and should be the first point of call in your marketing plan. I understand that for many businesses they just don’t get around to organising their logo and business branding properly or hesitate to spend the money to have a marketing consultant put in place a proper brand strategy and brand guidelines. However in most cases it is a false economy, poor brand management can impact on your brand awareness and brand identity, marketing and advertising costs, lead generation and sales, and customer retention.