It is vital for any business to have a clear idea of their Mission, Vision and Values. These are the building blocks of a strong brand.

Contrary to popular opinion, naming is not just about brainstorming. It’s an art and a science, and demands a considered process.

The point is that it gives you something to hold on to as you go, and something to measure against and adapt.

My advice to anyone starting a new business? Ensure there’s a gap in the market for your product and look for ways to differentiate yourself from your competitors.