Branding is necessary, specially today's scenario. A corporate logo is the visual piece of the brand, while it is a visual way to represent the who, what, why and for. It is such type of promise to customers that represents what customers expect its company to deliver. For an example, McDonald’s has as strong, recognizable brand because everything they do is branded. Also branding depends on company's employees. Because they also customer of other branding companies. Distribute a survey or questionnaire that assesses how the staff really perceives the company and what they think the brand should communicate. There are more. You should read books related to this topic or collect magazines to grow your knowledge.
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