Tangent create stories. Stories that captivate customers and engage them in cohesive brand experiences. A brandmark or ‘logo’ is a starting point to create a new brand and provide recognition. But a successful brand imbeds its personality across all touchpoints, with consideration of all marketing collateral and communication channels. The overall lasting impression a customer takes away from a transaction is what makes them a repeat customer and not a one off, and keeps internal stakeholders including employees passionate and engaged in the brand they represent.