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