A logo is not a brand:
A logo and how you communicate is your statement of intent for your brand and puts a claim on your place in your market. A logo can grow and become a brand but only if your customers understand and buy into its meaning and purpose.
A good logo should be durable, functional, useful, simple and well crafted. A well designed and implemented logo is not the end of the branding process, it is the beginning.
Customers create brands
Businesses cannot create brands, only your audience can. A business can define how it speaks, looks and feels, even how it smells and sounds, but your customers know how they are emotionally affected by you, how they think about you and if they vote to buy your product.
It is paramount to have an excellent set of guidelines for your identity and understand how it should be used. In an increasingly crowded world we are all bombarded with thousands of marketing messages every day. Applying your identity consistently is key in making your identity always recognisable and understandable in the eyes of your customers and in building your brand.
Building a brand takes time and hard work. There are no overnight successes. The launch of new identity is an opportunity to reinvigorate a business, internally as well as externally, to ask hard questions, stand back and take an objective look at yourself. A logo, new or old is the foundation on which to build a brand.