It’s a common mistake: Get a logo, choose a palette and some fonts, maybe design some fun visual elements you can play with on your letterhead and presentations, and call it a brand. It is, of course, nothing of the sort.
It’s such a cliché that every company needs this or that when it comes to online marketing. I’ll be the first to tell you: No, you don’t need a blog. No, you don’t have to be on Facebook or Twitter. No, you don’t need an app.