Why is it important?

People and businesses are more similar than you think. Individual people have special skills or activities they enjoy, things they wear, and personalities. Businesses have all in the same as well. I'll break it down for you below.

Special Skills (Purpose of the business)
In order for there to be a business, it has to have purpose. Wood working, photography, tax services, lawn maintenance are just a few examples out of the millions of services and needs out there. Figuring out the specialty of the business is the FIRST step in the process.

What does the business wear? (Branding)
This is where Graphic Design really comes in handy. During the development of the branding process we decide the guidelines of the look. This is something that is rarely changed or altered. Almost similar to the DNA of a person.

The face of your business is what people see driving down the road on billboards and vehicles, on social media, or really anywhere. Everywhere you look there is about 10 different business brands staring you right in the face. The branding is what is burned into peoples subconscious as they go about their day to day life. One day someone is going to want to get a tree cut down, then remember they seen Freddy's Tree Trimmers somewhere and search for them online.

Personalities (Identity)
The identity of a business is everything above, applied and sealed with the voice. What do you want people to know about the business? Do you have the best customer service? Maybe high quality or long lasting products? This is where people learn what the business is all about.