In this issue of Convey It we strived to cover ALL aspects of brand from strategy and voice to graphic treatments, color palette, and typography - to convey that every brand has a unique story and creates a unique experience for its audience. We live in a world of judgment: it’s human nature. We size up every business we come across and decide whether or not we like it - all within a matter of seconds. In this environment, it’s imperative to define your brand values and know who you are as a business. If you aren’t certain, then how will customers know who you are?Institute a mission and vision. Many new businesses skip the basics. Owners assume that their businesses will take on their own personalities – by osmosis – so they skip the creation of any official guidelines that define their business’ identities.