In order to deliver an integrated, professional and clever look, tone, and feel for a business, a manager must first work to define the elements of their differentiation. Branding is not about slapping a logo on all you produce: just as the story line in content development is essential to embody the uniqueness and differentiating qualities a portfolio manager needs to highlight when describing their offering, the complete visual identity for a business needs to foot back to those attributes as well

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