Ask for a "brand" and many people picture a logo. But a logo is just the signature at the bottom of the letter — the brand is the letter, the voice, and the feeling someone is left with.
What branding really covers
- A clear position — who you are for and against.
- A visual identity — type, colour, imagery and layout, not just a mark.
- A voice — how you sound in a headline, an email, an apology.
A strong logo on a weak brand is a nice door on a house with no rooms. Start with the position; let the logo be the last 10%, not the whole project.