The golden arches, a tiny fighting leprechaun, the swoosh … everyone can spot these iconic logos from a mile away, but what goes into that brand recognition? It certainly didn’t happen overnight and its success goes far beyond a logo. In order for organizational branding to be successful it must be purposeful and strategic. A winning brand creates advocates both internally and externally. Employees come to work every day understanding the company’s vision while customers experience first-hand that vision coming to life. This cohesiveness is achieved through corporate culture, ritualization, consistent messaging and a shared passion for the service being delivered.