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Nominal is right about branding being about customer retention.

I am a little bit confused to your purpose in this though. Is it solely just because you want something to do with the money or is it to increase relevance to your customers or to increase identification or..?

If you really want to build a “brand” you would be better off looking at investing in some brand-building campaigns for your target market. It’s not only about the logo, there are tons of other ways to build bonds with your clientele.