How much difference does a good brand identity really make?

It’s a fair question. Investing in a new look for your brand can be expensive, especially if you want to offer consistency across your materials - from your website and stationery, through to your signage and advertising.

By Charlie Haywood, creative director, Hotfoot Design

And if you’re just starting out with a new venture there are definitely other things to get right first. Winning your first customers and fine-tuning your sales strategy, for example. A good logo can’t save a bad business model.

Studies show we make judgements based on almost imperceptible details. At Hotfoot we call it the last 10 per cent - the little things you do at the end of a project that add up to make a big difference.