Your Logo Is Not Your Brand:
What Branding Is (and Isn't)
Trail 1: Branding
When you think “brand,” do you picture your logo? That’s normal. Your symbol, lettering, and visuals are part of your brand—but they’re not the whole mountain.
Where Your Brand Actually Lives
Your brand is the feeling others carry after every interaction with you. It’s what customers and community say when you’re not in the room—formed by how you answer the phone, reply to emails, deliver on promises, send invoices, host meetings, and follow up. You don’t single-handedly create your brand; they do, based on their experiences with you.
The Flag Is Not the Mountain
Think of your logo as the flag on the summit, not the summit itself. The flag matters, but the meaning behind it matters more. A polished mark or website can grab attention; the consistency of your behavior is what builds trust and reputation.
Start with Values, Then Align Everything
Strong brands begin with values. Ask a deeper question than “Does my logo look okay?” Try: “What do people feel when they encounter our business?” When your values, visuals, voice, and actions line up, you become memorable—and unmistakably authentic.
Your brand already lives in the minds of others. The work is to discover it, then shape it with intention.
Feeling curious? In upcoming posts, we’ll explore simple ways to gather honest feedback and close the gap between the brand you intend and the one people experience.
Feeling inspired? Join our Brand Management Workshop to build discovery into your work plan and align your promise, visuals, voice, and actions—so your brand feels as good as it looks.
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