One of the most vital things to do when creating a brand is making sure that your communication is smooth. The way to do this is to get to know your brand and the target market, find out what they expect and what you intend to reap from it. This is important because your brand is more than just a logo; your brand is an experience.
When creating your brand it is important to have a set of rules that help to standardise the branding work, and regulate advertisers and other professionals who are going to interact with your brand. These guidelines usually outline the rules of how to use the logo of the brand, what colours to use, and what fonts to use when writing among other things.
Some of these things may seem small and petty but they are important to the image of your brand as they help to paint the picture of who you are and what values you want to portray. If these are not standardised across all platforms then you risk leaving your customer base confused.