Your brand encompasses your visual identity as well as your values and how you communicate and work with clients. It helps people get a sense of who you are and what makes you tick. In so many words, your brand is a representation of your company's personality and the thing that attracts others to work with you and engage with you.

Without a proper brand strategy, your identity may come across disjointed and your company appears to be just another business selling your product or service. But in reality, there are reasons behind what you do. This needs to show up in your marketing and design, so you can attract the right customers - people looking for what you bring to the table.