Branding can have a big effect on PR, as it is part of the overall image of a company, and there is little doubt that a well-devised brand can have a strong effect on public perception if it is used well. And here is the key.

Using a brand is not just displaying a logo on a letterhead. It's the full package of public image-related procedures.

Your brand is not just a logo; it's also the way your company portrays itself.

It's the offices and the image they present when customers visit. It's your exhibition stand and the way you present your products. It's the staff and how they present themselves to the customer or supplier.

In short it's the way the public will perceive you in every aspect.

Most of all a company should wear its brand with pride. A company failing in this respect can seem to be a little uncertain of itself. It often "hides" behind other logos, which it hopes will provide it with authority. Often this just creates a "brand salad" with no clear direction.

The company which waves its brand ethos in the air for all to see and shows its public image with pride will usually be a good company to deal with, knowing where you are going usually helps you get there.

Clive Bartlett is a director of Saltwater