From FastCompany: When a client is starting a business, everything is top priority, and it is often easy to think "logo" and "design" should come later. Putting aside the fact that a brand is much more than a logo, we acknowledge that there are cases in which the success of a business does not depend at all on its branding. These are typically businesses that have a proprietary offering (usually technology) that’s so strong and so unlike anything that’s come before that people will use it regardless of how it looks and makes them feel. Or, you’re a monopoly. But both these cases are rare. In most scenarios, while a business may not need strong branding to get off the ground, its chances of becoming a smash hit are greatly magnified by investing in their brand — in the form of sharp creative strategy and great design — from the beginning.