Branding is the core of every business. It's what makes you know the response when I say "maybe she's born with it, maybe it's..." or if you're in the UK specifically, you know what brand I'm referring to if I say "bang, and the dirt is gone." Neither of those are logo's, but you know the brand.

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Your brand is your name, logo, fonts, tagline, icons, colour palettes, vector, mission, values, goals, tone of voice and it speaks before you do.