A strong brand is what distinguishes you from your competition.  It promotes recognition of your service or product and provides a tangible representation of what your business stands for.  There’s a lot more to branding than simply font type, colours etc (see the Branding stop on the ‘Building Your Reputation & Brand’ line), but from a marketing collateral viewpoint, these simple elements – the look and feel of your identity – are critical.  Establish a folder that all employees can access containing your logo, font size/typeface/colour and brand colour details, and make it a policy that all documents originating from your business follow these rules.  Ensure all of your departments understand the importance of brand consistency – invoices, statements, purchase orders etc are just as important in creating a core identity as delivery notes and sales letters.