…but as is the case with rebranding, unless there’s a core internal change; unless there’s a fundamental shift in positioning, vision and values, a rebrand is nothing more than window dressing.

CODY FAGUE AND ISAAC ARTHUR https://www.craftbrewingbusiness.com/featured/classic-rebrand-how-codo-design-breathed-new-life-into-georgias-original-craft-brewery-atlanta-brewing/

Branding is not your logo. It’s not your design. It’s your reputation. Your logo and your design are part of your branding. Positioning, vision and values are also part of your branding. Everyone in the company has a part to play in a company’s brand. Each individual affects how the company is perceived.