Ask yourself why something is designed in a certain way. Consider why a particular color is chosen instead of its opposite. Why use this font? Why include a particular element in a specific place? A good graphic designer will think through every detail of a design and only include elements that will add to the design and reinforce the brand. Once your business is up and running you may think that any form of business identity will act to represent the company and visually create a brand by default. Think again. If you look at the large corporations you will notice that their branding strategy stands the test of time for many years.