Brand establishes and solidifies a relationship between a company, its employees, and its "customers". When done right, branding can help GNG drive participation, lower resources needed while acquiring new "customers", increase loyalty, and attract talented employees. Branding goes beyond the selection of a company name and logo design. A well-defined, well-positioned, strong brand story influences employees and "customers" to think of an organization in terms of quality, dependability, trust, & reliability. GNG's website and this style guide are the begins of establishing a strong story brand and can both be used as resources to help staff align all external communication accordingly.