Your logo is not your brand. It’s a part of it. But, it is not your brand.
When you see the golden arches shaped like the letter m, you know it’s McDonald’s.
When you see the green mermaid, you know it’s Starbucks.
When you see the Swoosh, you know it’s Nike.
A logo is an identification symbol. It’s a mark for your brand.
Yes, having a good looking logo is important. But what matter more is what’s associated to the logo. Reliable fast food? Comfortable place to meet people? Pursuit of athletic greatness?
A logo can be much more than just a mark if you make it so.