Marketing and graphic design is an ongoing task once you have completed the groundwork for your business. Your design and marketing efforts are where you apply your brand's identity to carry out your message to your intended audience. Keeping aesthetic consistency with your marketing collateral will build your reputation and set expectations for your target market.

Brand identity is the tangible look and feel of your brand based on the strategy work you accomplished. When designing your brand identity, you're often creating an all-around visual representation that will echo what your business stands for. So you can understand how it can be challenging to do that if you don't first establish your brand strategy.

Business and brand strategy will help you define who you are, whom you serve, and what potential customers expect when interacting with your brand. When you begin to build your brand, it is vitally important to know what you stand for, who your audience is, and how they perceive your product or services. The components that create brand strategy are the foundation for building your brand.