Before you ever speak to a client, your brand has already been at work. Vans passing through town, signs at the end of lanes, packaging on a shelf, websites opened and closed in seconds, all of it is quietly shaping expectations. And when first impressions slow you down, opportunities can disappear before you even get the chance to explain just how good you really are.

Most of the businesses we meet think they've got a logo problem. Almost none of them do. What they actually have is a brand that only really works when the owner is in the room. When he's there, they tend to win the work. When he isn't, the story stalls, and a competitor who tells theirs more clearly walks off with it.