It’s how other people see your business and weigh it against your competition. It’s how you portray your business through your customer interactions and your online presence. It’s how your business is portrayed visually: the font you select, the colors you choose, and the graphics or images that accompany your brand. It’s even how you share your story like your mission, vision and values through your business: it’s in the vendors you support, the causes you care about and the hours you’re open. Your brand is your identifier: it speaks for your business long after you’re finished talking.