All businesses need a brand no matter the size. Some people think that having a “brand” is only for large companies. Some people may also think “well, my son/niece/neighbour put together 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. A brand’s logo is the pole down the center and the visual identity is the canopy. The canopy will comprise a number of visual cues, such as shapes, symbols, number, and words. All of the things you see, hear and feel about a brand is under this umbrella. You’ll need to be ready to apply your company logo, colours and fonts in multiple situations quickly and easily.