Spinning a business brand requires the combination of visual, text, online and print artifacts. Together they present your business as the ‘go-to-guy’ for whatever value proposition you have on offer. The relationship you maintain with your customers, suppliers and others all contribute to a your bottom line and that’s why presenting yourself well matters. It’s more than just looking professional, it’s part of your value package. Ultimately all marketing must translate to either a product, brand or financial benefit or else it doesn’t justify the cost or effort. So I rarely ever approach business imagery and communications without a broader perspective of the business challenge.