When you first think about your visual branding, that all important logo, the fonts, the colours, the overall feel and style. What is it that you first think about? Are you thinking how pretty you can make it? How much fun can you have with the design? How you can play with a style you really love? About that Pinterest board, you have full of pretty inspiration? While it is easy to want to jump into visuals and create something beautiful, compelling, and oh so gorgeous. The first thing you think about should not be the visuals at all. The