When it comes to branding, it's important to remember that most people aren't interested in how the software is developed, but how what you create solves their problem. Software development principles are an important issue to understand for avoiding technicalities that lead to situations that affect how people perceive your reliability, but aren't the type of topic that should be directly communicated to the buyer unless they come from a software development related background. With branding being about persuading people to have a favorable opinion of you, the type of language you use in your communications, whether it be spoken or written, is as important as anything visual. Careful consideration should be used in all of your communications, whether it be over the telephone, face to face, e-mail, newsletter, brochure, website or media published content to make sure that the style of language used, which includes the use of any jargon, is worded in a way that...