Your company image is one of your most valuable assets. Never underestimate the power of your name, logo, corporate colors, and tone of your advertising, PR, product packaging and documentation. Even the style of your people is important. Are they seen as aggressive go-getters, or low pressure, highly knowledgeable professionals? Depending on your target market, either style might be preferable. Too many companies use too many different images and styles. It takes time for customers and resellers to assimilate your message, so be clear and consistent over time with all your presentations.
The above was written over 20 years ago in Bruce Milnes low-cost marketing guide, but still holds true today.