From letterheads to business cards to outdoor signs, branding is the first impression the public gets of your business. Your brand essence entails much more than your logo and slogan; it is the entire sum of what your business does, your core competence, and the experience your clients have with you. It is what determines whether your customers will become loyal and refer you to others, or forget about you. Branding is just as important – if not more so, for startups and small businesses as it is for the established companies. Even if you’re strapped for cash, you can…