Some businesses fail because visually, they don't look successful. It's like a self-fulfilling prophecy, if you look like you aren't doing well, your business won't do well because people assume you aren't doing well. "Confusing as that may seem, people want to feel good about what they are buying from you", says Sonya Lowery, author of "The Secret Language of Business Cards (and What Your Brochure Is Saying Behind Your Back)" and that "good feeling" begins with your company's look or "Brand".