Branding that gets to the point, can make or break a business or a not-for-profit organisation. Your logo must say what you are about and tell a story that includes the tagline and image. I have talked before about branding and how often so many businesses just get it wrong. Unless you are a big corporate where you can spend a fortune on advertising, your name does matter. It has to do more work for you especially if you don't have a big advertising budget to play with. Your branding needs to stand out and make it easy for your target audience to understand who you are what you offer.