Don’t mistake logo for brand. Your logo is not your brand. It is only a part of your brand. It is a representation of who you are. More like the hairstyle you wear that sets you apart from other people.
It is your dress style and your walk that your friends use to spot you from a distance. Because your logo represents you, you must give a great deal of attention to it.
But the attention you give to that representation must not overtake the action that is supposed to reinforce.
You can have a great logo with a bad brand and a bad logo with a great brand.
A great logo will not save your reputation from bad service. A great logo can become a symbol of all things bad no matter how good it is, if the service that backs it fails to meet the needs and expectations of those you serve.
Your brand is the totality of who you are. It is the heart with which you do what you do. It is (what should be) the unique flair with which you make the world a better place.
It is how you live out who you are and who you say you are. Your brand is the experience you create for those you serve as you make your products or services available to them.
Your brand is integrity or the lack of it. It is giving value in a memorable and client considerate service. Or not.
Your brand is an integration of all the systems in your organization. It is how your team serves each other as they work toward delivering to those you serve.
It is not just how you treat your clients; it is also how you treat each other. It is how you interact with your suppliers.
Your brand is reflected in how your team feels in delivering to your target market.
Your team and suppliers must have the same experience you aim to deliver to your clients. That is the essence of brand integrity.
When you think about your brand, do not just thing about how you are perceived by the clients loyal to you. Do not think about how the world sees you but consider the totalities of the experience you give all round.
Who is your “brand self”?