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Paul talks to Ulster Business about branding to get a competitive edge.

"Branding is a way of clearly highlighting what makes your company different from all the others.

Effective branding goes beyond just a visual identity, it should convey the personality of the organisation. The logo is just one manifestation of a brand. Yes it’s often the aspect of the brand seen most frequently by the greatest number of people, but it is only one piece of a much bigger picture..."