First things first, your brand isn’t just your logo. Your brand is something much bigger and more powerful than a graphic. Much smarter people than me have suggested ‘it’s the feeling people get when they encounter your business. It’s what they say about you when you’re not in the room. It’s the promise you make, and keep, every single time someone buys from you, talks to you, or sees your name somewhere’. The visual identity (the way everything looks and feels) is how that promise shows up in the world. It’s the face your business puts on every morning. And like most faces, it should look like the person it belongs to.