Don’t stop me if you’ve heard this one. Your brand is not your logo.
It’s a truism that has become cliche in the marketing world. Your brand is what each customer, client, or employee thinks of your company beyond an interaction with your business.
Brooks Christol’s infamous cow story illustrates what a brand is and is not. But, if your logo is not your brand, is it important? Is it necessary?
We often put a tremendous amount of weight on logos, but while a logo is important as a public identifier, it only implies who you are as a business. Your customers will infer what they want depending on the actions, words, and connections you make with them. Although you cannot define your brand for your customers, you can certainly guide them to think about you as you want them to see you. However, their opinion of your business can be changed longterm if you can not upkeep what you want them to see you as. How you treat them, what you publish online, the way you interact with clients, the way you react to or engage problems – it all matters. It all influences how people see your “brand” and what they think about when they see your logo. In a way it’s a “perceived reality.” It may not actually be an honest assessment of who you are, yet for them, it is reality. To us, as a Branding Agency, branding is the process of creating a context around which the public forms their reality of your brand.