Coincidences don't exist.
“For a Christian, there are, strictly speaking, no chances. A secret master of ceremonies has been at work.” - C.S. Lewis
We are Mind AND Body
“In order for man to succeed in life, God provided him with two means, education and physical activity. Not separately, one for the soul and the other for the body, but for the two together” -Plato
A mission statement and a logo
Branding is to a company like the soul is to the body. It gives it an identity and purpose.