Those of you who own your own business may know that customer recognition of your business's name and logo is important. Did you know, however, that the clearer your overall business identity is, the more likely your business is to survive and thrive? In order for your identity to be clear to your customers, it has to be unique, as well as consistently displayed in every aspect of your business. People are highly affected by visual elements. Remember the saying about a "picture is worth a thousand words? " That is why using a consistent visual image is so important for businesses. A sense of cohesion concerning your business, what you do, who you are, what your culture is, is very important in today's congested marketplace.