It is selecting one consistent face to present to the public. One that they become familiar with, develop a relationship with and come to trust. This relationship and trust can then be used to drive sales and generate customer loyalty.

How does one go about creating a strong brand?
One aspect of the strong brand is a design which is appropriate to your organisation and which communicates your ideas and philosophy.

This design is what we call a "graphic identity". The biggest part of this identity is your logo, but its also the colour scheme, choice of fonts, way that things are laid out, choice of photography and use of text.

Further to a graphic identity, you will need to consider things like the tone of voice you use in communications, the types of advertising and the themes behind your marketing. All of these factors contribute to strong branding.