Typography can say a lot about your brand. Often, it's your brand's first impression on a customer. Whether your name is displayed on a billboard, business card or website, it's communicating something about your brand. The very first visual impression prompts a consumer to form an idea of what your brand is all about. They immediately conduct a superficil evaluation of who you are and what you do.
Choosing the appropriate typography to incorporate into your advertising material can jump start a consumer's positive opinion of your product or service. Conversely, if you decide upon a signature typeface that does not effectively provide an accurate image of your brand, you run the risk of garnering negative connotations for your business.