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First impressions don't only count, they are inextricably linked to Brand value.

But the real key is not to quest for something that is simply "attractive" or "appealing", "different" or "corporate". Rather it is to develop an identity that is "on message" - a seamless union with the strategic key message set of the individual brand.

Once this is achieved, branding and all other communications can be aligned, reinforcing each other with multiple exposures of a congruent message to each constituent group.