Branding reeeeally matters. Colours, fonts, logos, of course it is important. It's a huge part of marketing - you want your business to feel like you, to look cohesive, to feel professional. But if you are spending more time focusing on the aesthetics, i.e. choosing between two shades of green than you are talking to actual humans about your offer then branding is not strategy any more, it's procrastination. Why endless tweaking isn't helping I just finished working with an a