It important to cultivate and nurture your brand as it grows and that’s why I say branding your business is like raising your kids.. you cannot start paying attention to them suddenly when they turn 20! Why is this important? Because in today’s hyper saturated marketplace, only those businesses who clearly identity their product offering and value and communicate this to the consumer in a consistent engaging way (brand language) will thrive – again the point is to be a charismatic brand – one that people believe has NO substitute.