You communicate your brand in all kinds of ways that need to be carefully considered. The logo is often as far as many business owners get in thinking about their brand. But the texture of the paper you choose for printed goods, the softness of the t-shirts you give away as promotion, or the weight of the pint glass you may pour your product into are all subtle indicators to the public what your brand is really about.

Your brand informs the design. The design is applied to promotional items that you send out into the world. Promotion tells your current and future customers what to expect from your company. And that in turn builds your brand in the public eye. And so the cycle continues.