Many companies believe that a brand identity is just a logo. This is far from the truth, and it involves many elements such as your corporate colours, typography and more - all of which have an impact on how easy you make it for your customers to recognize your brand amongst the competition.
As a start-up, having a well-crafted brand identity not only helps with brand recognition, it gives a sense of quality and trust that your customers will value when making their decision to select your services and/or products. It also helps differentiate you from other brands. For example, if all automotive companies had a car as their logo - and used red colours for their colour palette – it would be difficult to distinguish each brand from within the mix. In conclusion, start-ups should focus on building a brand versus a company in-order to succeed in the long-term.