Branding — From the Point of View of a Usability & Design Consultant -- "Companies strive to align their outward and inward appearance and presentation with their corporate design or corporate identity (CI), trying to establish their own name and logo as a brand. Getting all of the customer's printed and online materials in visual sync — stationery, business cards, brochures, the intranet, and the corporate Internet site — creates a feeling of unity and identity for people within the organization and an impression of quality and solidity to the outside."