It really depends on multiple factors - is the company service or product oriented? Product companies generally tightly associate the brand of their product wi

It really depends on multiple factors - is the company service or product oriented? Product companies generally tightly associate the brand of their product with themselves in the beginning. Service oriented companies generally focus more on their mission first. The mission: What your business objectives are within a reasonable time period usually with an associated timeline. The vision: Sometimes lists unattainable goals but generally focuses more on goals for the future. In the end, you have to know what the business is about and where they are heading to 'brand' them.