I sat in on a branding masterclass yesterday and was shown some transformations that happened from re-branding.
The person giving the talk said everything within a companies branding must evolve from - what you say, do and see.
It's not good enough to have a logo and website then expect people to understand what you do, or even find your company.
We live in a world full of information and it is hard to stand out.
If you keep in mind that whatever you say and do and whatever you clients see should have the same message and branding, then you will be ahead of the game.