A brand is not a logo.
The term brand gets thrown around a lot in business and many people still believe that a brand is merely a logo, and nothing more. This couldn’t be further from the truth.
A brand is the total sum of an organisation’s various parts. Values, visual identity, products, services, positioning, premises, advertising and many other elements all contribute to the overall perception of the organisation in the minds of its customers, prospects, employees, stakeholders and the general public.
A logo is central to an organisation’s visual identity. It acts as an identifier for the brand and gains more meaning over time. Whether a person has positive or negative connotations upon seeing a logo depends on their previous experience with the brand and how they were made to feel during the sales process.