A logo is not a brand. (This one’s easy to confuse, right?!)
We see the Golden Arches and know it’s McDonalds without even seeing the word.
But that’s not the same thing as brand.
We walk into a McDonalds - any McDonalds - and we don't need to wonder what the fries will taste like (only, hope they're fresh).
Brand gives us a sense of trust, confidence or a solution to a somatic problem (something we feel in our bodies).
A logo connects with a brand - but that’s it... it’s a signal.
This is why it’s crazy - absolutely crazy - to obsess over a logo while ignoring our organization’s brand story.
Your tag line doesn’t matter.
The color blue you use doesn’t matter.
Only the trust people feel when they hear, see, or read about our brand matters.
And if they don’t know who we are, then we have no brand (we’re just a commodity competing on lowest price, easiest or fastest sale, or best numbers - ‘Feed a starving child for only...’ and we sound like a used car salesman).
Obsess about your brand and leave the logo for those who don’t have anything better to do.