People form instant opinions based upon what they see, hear and how this rush of information makes them feel. Understanding the science behind pursuasion will enable you to protect the image you choose. One designed to enhance your appeal in the eyes of your target audience. Everyone in your business must understand your brand and it’s core proposition to the different people who buy your products or services. Your brand is a whole set of associations which people make when they think about your products and services or encounter your business.