Branding is more than a logo. Your brand identity is the visual presentation of your organization to the world. Your brand identity must be a carefully prepared system of symbol, typography, color, harmony, and implementation. It must be be thoughtfully designed, visually memorable, highly professional in appearance, and eye-catching. But perhaps most importantly, a brand identity system must accurately reflect the soul of the organization. Although a logo can't be the be-all, end-all panacea of organizational communications, and although one symbol can't tell a complete corporate story, good branding should reflect (or at least hint at) the purpose, function, and especially the pride of the organization it represents.