The conversation starts with familiar words: “I’m starting a new business. I need a logo and a brand identity.” That’s an exciting place to be. Creating your brand early in your business is crucial to establish your place in the mind of the consumer; however, I have seen a lot of entrepreneurs spend more time tweaking their logo than working on their most important task: their business plan. I’m a marketing guy. And I think every organization should have the best brand representation possible starting with their logo, brand statement and identity item. However, before you pick colors, shapes, paper and all that shines and sparkles (and I love that process), make sure you think about: Your target audience. Do you really have a firm grasp on your ideal customer? Only after you do, you’re able to create an identity that speaks to your core audience. Even if you’re a…