Brand
First impressions count. Your visual brand and corporate identity is how many potential customers will decide whether to use you, and it is therefore vital for your brand to be strong, concise, and good looking if you want to beat the competition.
Your brand should be so much more than just a logo - although this is of course very important. Having a strong identity communicates who you are to the marketplace, so the language of your brand should be loud and clear across all aspects of your company's output.