A great brand goes far beyond having an attractive logo. Your brand is comprised of both your Visual Identity (graphic elements) that answers what you are and your Brand Identity (your organization’s persona) answers who you are.

Your brand is defined by the way it makes people feel. Marty Neumeier, author of The Brand Gap, famously said “Your brand is not what you say it is, it’s what they say it is.” Giving people an experience consistent with the way you want to be perceived is key to having a great, believable brand.

If you succeed in increasing your visibility and making a good impression with your brand experience, you will develop brand loyalty. Brand loyalty is when your audience consistently chooses you over your competitors, and is inclined to persuade others to do the same.