A brand encompasses all of the attributes that inform your clients, suppliers, employees—and even competitors.
It is influenced by the experiences and interactions your target audience has with your company long before a purchase is made or an engagement letter is signed. This intangible experience carries over to the visuals and overall identity your company presents to the outside world. And it carries a lot of power and influence!
Your visual brand consists of your logo, corporate colors, fonts, icons, tagline, and layout for any marketing collaterals—whether physical or digital. Your brand also considers how photographs are used, a particular style of graphic, or illustration. It also includes how your brand translates to real life applications—for the signage on top of your building, on a coffee mug, golf shirt, or exhibit booth, in a proposal, or even on your physical checks. These items are seen and experienced publicly, so they definitely carry weight when it comes to developing the correct first impression.