Branding has long been a buzzword in business – a neat and undeniably useful exercise in establishing a company’s values and then projecting that to staff and customers. Every firm should have one and no one will argue a powerful brand image does not carry considerable commercial clout. There are, you will not need reminding, various strands to establishing that brand – far deeper from the swanky new logo or motto you slap on your stationery or products. From establishing your firm’s moral compass and approach to staff, your supply chain and customer care, it should run deep, from the very top…
