A Logo is Not a Brand

re: charity fav Dan Pallotta wrote a post in June called “A Logo is Not a Brand” and it was so good, I created a post with the same name. And you should probably just read his post on HBR and comment over there because it is that good. I was in a discussion where we were talking about weak brand and I was thinking about how insulting a “weak brand” is to an organization. Because it is all encompassing. Pallotta says:

Brand is much more than a name or a logo. Brand is everything, and everything is brand.

So if our brand is weak, then… well… everything is weak. That’s insulting.

Pallotta goes on to layout some categories on what brand is. He suggests brand is:

• your strategy
• your calls to action
• your customer service
• the way you speak
• the whole array of communication tools
• your people
• your facilities
• your logo and visuals too

Seriously, read the full post and spend some time thinking about what it would look like to enhance your brand in these categories.