Your logo is not your brand

A brand is the promise people recognise: who you are for, what you do, and why they should trust the next step. A logo is the shorthand for that promise after it is clear.

If staff describe the business three different ways, a new symbol will not align them. Positioning and messaging come first. Colour and type then make the message recognisable on a sign, a profile photo, and a website header.

For a new organisation, the sequence is strategy, identity, then the digital places customers already look. For an existing one, start by auditing what the current touchpoints actually say.