Brand is paramount. Period. Every aspect of business is impacted by brand – from your products and services to the various forms of communication you will use. A great brand can give a business and/or product a distinct competitive advantage over others within the same category. Design is no different. One of the biggest mistakes business owners make is choosing design based upon their own personal preference. It needs to be about the consumer...the end-user. What do they like? What do they want? What do they prefer? What will get them to buy? A good creative will do the research to determine market trends/preferences, will assess end-user experience/expectations, and develop storyboards that do just that…tell a “story”. Reducing a complex idea to its visual essence requires skill. It’s a great designer who understands what it takes to translate something verbal into visual. When done well, it’s like magic.