Christina Hall (speaker/creator) stresses that a brand is not merely a logo but the total perception people form about a business. She warns that inadequate brand visuals lead to misaligned clients who question prices and authority, creating distrust and power struggles; she recommends hiring a professional brand designer to create visuals that elicit trust.
Chapters
I don't know who needs to hear this but your brand is not a logo and a logo is not your brand. Your brand is the way people perceive you, the way people view you, the assumptions they make when they observe your business, branding, marketing, etc. Every piece of you that's out there, online, in person, etc. If you are not creating the right brand visuals to elicit the right perception that you want your target audience to perceive about you, you are going to attract misaligned clients which looks like people who fight your prices, don't respect your authority, your professionalism, etc create a power struggle with you because they don't want to hand over the reins to you as a professional because in the end they don't trust you and they don't trust you because they don't perceive you as trustworthy and that is because your brand is not doing a good job of helping them perceive you as trustworthy. This is why you need a professional brand designer who knows how make you look that way.