A Brand Creates An Emotional Connection
Don't worry; We aren't going to get all touchy-feely. However, we will say that businesses who have developed a successful brand identity are much more likely to be chosen over those who have not because of the emotional connection they create between their business and their customers. Since purchasing is often an emotional experience, you want your brand to help others feel good when it comes into their mind.
What kind of emotional response do you want to invoke in your customers? Trust, happiness, loyalty, confidence, knowledge, fairness, pleasantness, and professionalism are just some of the words that people can associate with your business just based on your brand alone! This picture of a happy dog is just one example of how imagery can psychologically motivate a person to take action. If that image made you smile, it probably made you happy, which means we've achieved our goal. (Extra credit if it made you go "aww")