Chapter 2

A brand is more than just a logo or a name; it’s the overall perception and experience people have with your business. It encompasses the values, mission, personality, and emotions that your business evokes in your audience. A strong brand identity is crucial because it differentiates you from competitors, builds trust, and fosters loyalty among customers. Having your own unique brand identity ensures that your business is recognisable, consistent, and memorable, which ultimately helps you connect with your target audience on a deeper level. It shapes how people see you, what they expect from you, and why they should choose you over others. Without a clear brand identity, your business risks blending into the background and losing its distinctiveness in a crowded market.