• Creativity sets your communication apart by grabbing more attention and earning more opportunity to convince

• Creativity developed without objectives and parameters isn’t effective communication, it’s art

• Ensure your creative meets business, technology, and taste criteria to be effective

A doctor of cognitive neuroscience writes that doing what matters to you and gives you a sense of purpose and direction, increases feelings of fulfilment, benefits your health, and even helps you live longer. Leaning in to your unique expertise can provide intrinsic, as well as material, rewards.

• Connect with more of the right people and incentivise them to choose you over your competition

• Help shoppers recognize you as the right choice, with a logo that accurately conveys your suitability

• Define key characteristics of your product or service to accurately direct your logo design