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Any organization, business, or trade, has a brand that represents its identity and directly relates to the goals of that group in terms of marketing and communicating with customers, and ultimately selling products and services. To determine the brand identity, two main parts are the brand book and logo and stationery design. These 2 define your brand style guide and then other steps will be done based on these two.
Your brand book will give every employee in your company a concrete framework to work based on that, while still giving them the freedom to do what they do best.