Most small business owners don’t really take the time to create a brand in the true sense.

Instead, they get carried away with just the visuals such as a logo, colours, and a pretty website. But, they fail to clearly stand out by making the right decisions the messaging, and the personality of the brand.

You could have the best-looking visuals but if you don’t get the foundations right you will not connect with your target audience.

This video mentions a small example of how nike connected with their audience even though there logo wasn’t first accepted by the big wigs.