Every brand communicates. A good brand communicates a solid message that resonates with its audiences. A good brand reiterates this message in a variety of ways, utilizing design that demonstrates and a consistent voice that supports the brand message. The company or organization behind a good brand is obvious — even without its logo or mark. A good brand provides a sense of confidence and clarity, making buying decisions easier.
A not-so-good brand confuses people. It conveys too many messages in too many styles to too many audiences. It misses a critical opportunity to hammer home anything specific to anyone in particular. It provides a sense of chaos that turns audiences away to seek confidence and clarity elsewhere.