Take control of your message and your image.  Many businesses and organizations work tirelessly to build a strong business and to be very focused on clients and customers.  At the same time you always want to be in control of your image to the market place.  Make sure that your image to the market is one that showcases all that you bring to the table and the level of professionalism and expertise that your company brings to every endeavor.

Use ads and branding strategically to drive how the market views you.