Read Malcom Gladwell's BLINK and you'll understand how quickly we form opinions on everything. From what we order at an unfamiliar restaurant to what gas station we visit on desolate highway to what insurance we buy to protect our families; we use more sense than logic in many of these decisions. Keep this in mind when you brand yourself and your company. Spend a few extra dollars on that logo and that corporate identity formulation. And make sure you jump off the menu, off the highway and into that comfortable trust of everyone you meet. It will save you more than you'll ever know in the long run.