What is the essence of your company? What core values do you want to convey to your customer?
Who is your customer, what do they value? All these questions come into play when dealing with branding and identity.
A brand can be defined as a name, logo, sign, symbol or design but it is larger than any one design element.
A brand engages your customer in a memorable and emotional way that portrays your company as the best option to fill their need and solve their problem.
Effective branding builds trust, credibility and loyalty. Branding should be clear, honest, simple, straight forward and consistent in its messaging.