Creating a brand is possibly the most important thing you will ever do for your company. Not only does it communicate a professional image of your company, but will also identify you on all of your marketing materials. Your identity should be communicated clearly, effectively, and with style. Everything element of your company or organization's marketing should be unified under your brand.
Branding includes all marketing materials from your company logo and business cards to your decals and website. There is a reason that on every Nike product you buy you will see the Nike tick!