How an organization presents itself to the world, and its clients is critical to its success. Identity design is the art of visually communicating your organization and its ideas within just one symbol.
The first objective is to make the design easy to identify, and to communicate the essence of the organization and its ideas. The second objective is to make the design recognizable when seen a second time. Finally, and most importantly, having recognized it, the design must trigger the desired response of the organization.
When building a brand you should ensure that each step is aligned with company perception you are trying to create. Failure to do so will confuse your customers and could result in a possible loss in revenue.