It was once said that, unless you create the perfect mousetrap, nobody will beat a path to your door. As I’ve heard the patter of mousey feet and the gnawing of little teeth at night recently, I would certainly beat a path to find that product myself. But domestic issues aside, unless people know what your business is all about, they will fail to trade with you. It’s that simple. We all buy brands we know about and trust; we buy from people and companies we have heard about. And these days, there are so many ways in which your message can be seen and heard.