When cattlemen first started branding cattle, they chose a mark that was uniquely theirs and easy to recognize – hence how the idea of the logo made it to modern-day marketing. But the more important thing to know about those very first cattle brands was that they were deeply personal to the ranches they represented. And that’s a lesson that applies to modern-day branding as well. Your company’s brand isn’t just a logo – it’s everything you stand for – every interaction you have internally and with your customers. It’s every piece of marketing material. It’s your internal training program. It’s the slogan on the company field day t-shirt.