ummary: Branding builds recognition and trust — not just aesthetics.
Problem: SMEs often treat branding as a one-time logo project.
Solution: Define tone, message, and visual consistency across every channel.
Comparison:
No brand identity: forgettable
Overdesigned identity: confusion
Consistent branding: recognition and recall
Actionable Recommendation: Create one-page brand guidelines — logo use, colors, tone, and tagline clarity.