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Beyond the logo: What else makes a great brand?

You might have the most innovative, eye-catching logo in the natural products store, but if your customer service lags or your signage looks like fourth-grade work, it signals that you’re not on top of your game. Consistency is key. So is polish. Adam Butler, cofounder and director of collaboration at The Butler Bros, gives us expert advice on which elements, besides a logo, make a startup brand shine.

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