Some people think that having a “brand” is only for large companies. All businesses, no matter the size, have the same problem- they need to communicate. Some people may also think “well, my son/niece/neighbour made a logo for me and that’s all I need”. Not true. Your company needs a solid brand to be recognized in your industry, to establish credibility and to spark a connection between your business and your potential customers.
Think of your brand as an umbrella. All of the visual cues, such as shapes, symbols, number, and words and all of the things you see, hear and feel about your brand is under this umbrella. You need to be ready to apply your company logo, colours and fonts in multiple situations quickly and easily.