branding, more "rules"

guy kawasaki tells us in

The Art of Branding: "Create one message. It's hard enough to create and communicate one branding message; however, many companies try to establish more than one because they are afraid of being niched and want the “entire” market."

he has ten rules and i agree with most of them, whether you be big company or a small one, the rules are the same. and once more it's not all about the logo, your brand is something that goes across all the strata of your company, from customer service to your printed and web materials. work on your brand with your designer, but also your PR team, your marketing manager and customer services. be holistic about your brand.