kapow - 11:17 am on Sep 28, 2007 (gmt 0)

...Flip a coin

No! think about it carefully. Think about the whole brand: Who is it for? What impression are you trying to create? What else supports this 'I' or 'E'? Why? What are your decisions based on? (gut feeling, experience, advice from someone who hasn't succeeded in branding...).

Some people think brand development is useless junk from expensive consultants.
Some people have created a successful brand.
Some brands are weak.
Some brands are very effective.
Some successful brands were accidents or had little thought.
Some successful brands cost millions to create.

RandomDot clearly shows how brand is important, but getting it right is not easy (although some achieve it by accident). Something I often say to people starting up a business is 'Everyone will give you free advice, but only listen to advice from those who have succeeded in your field'.