Branding is as much an internal exercise as it is an external one, adds Bekhor. Often, however, companies will develop a logo and a tagline, only to have it “sit there.” She suggests a formal launch that explains to everyone in the office what the brand means. It is “more than just an FYI,” she notes, and should show people where the phrase came from and how each person is going to participate in the idea, so that it “becomes alive.” Principals in a firm could tell stories about why they founded the practice, or detail meaningful days in their career at the kickoff…