Is your logo your brand? In a word “No”. As consumers and business operators alike we are often told that the iconic logos that represent companies like Disney, Starbucks or Nike to be “Branding”. Well, controversial or not, I disagree. Before you get up in arms I do agree that a logo is an important piece of the brand definition. When we break down what a company’s brand consists of we find that the foundation lies in the concept of the product or service that the company sells. Built on that foundation are the walls that begin to make up the personality of that organization. Among these supports are customer service, the employees, the management, the location and the overall experience of buying from that entity. The roof on the brand structure is made from the consumer-perceived value of the products and services offered. From this vantage point, the Logo is simply the icon that represents the address of your businesses’ “Brand House”. Though it is a part of the entire concept it is not the definition.
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