A common misconception in the marketing world is that a brand is just a logo. Many think that if you have a nice logo, then you have a decent brand. The truth is your brand identity is so much more than a color palette and clean fonts. Your brand is the complete, cohesive and visual picture that customers have in mind when they think of a business. Defining a brand identity requires time and energy. Businesses must continue to fine tune their branding strategy even after the launch of a new logo. This keeps their business relevant to their target