I don't know much about how branding works at that scale. But I don't think it's very effective for small/medium companies, and can be quite a money sink.
In nearly every SMB branding exercise/project I've participated in, the need for a brand, and the benefits it provides, are entirely limited to the egos of the employees.
In nearly every SMB branding exercise/project I've participated in, the need for a brand, and the benefits it provides, are entirely limited to the egos of the employees.