A brand is how you establish authority through humanity, and you must establish that humanity with a story.
You can probably think of some of your favorite brands, what they mean to you, how long they’ve been around, and how successful they are. That can be you, no matter the size of your organization.
Branding is beyond logo design and copywriting, and only those who understand this can thrive in an increasingly competitive marketplace. Your brand is quite literally the thing humans use to sort your significance in a chaotic world of constant information overload.