Brand, Identity, Logo

Today I went to a lecture about brand promotion for small businesses, or any business for that matter. The lecturer talked about brand, identity, and logo. Identity being your presence as a business and the brand being the promise to the consumer. She emphasized how people are visual and the importance of proper manipulation of social media - how it needs to be consistent with your identity to fulfill your brand "promise" of who you are as a company. It just reminds me of how similar visual arts is to writing. Writing needs consistency as well. You need to focus on the central idea throughout your response, just as graphic design for a company needs to focus on the central idea of that company. Here's an example she used - the polar bears for Coca-Cola, which was used to promote the drink year-round instead of as just a summer drink.