For F' Sakes, Branding is not a logo!

Branding is not a logo

It drives me crazy when people in marketing positions post an image of a logo and ask, "How do you like our new branding?" What bothers me the most is that it proves that people in important positions don't really understand marketing.

Too many people confuse branding with a logo. A logo is important, yes — it gives your business a recognizable face. But branding goes much deeper. It’s the meaning, the experience, and the reputation you create in the minds of others. A logo alone can’t carry all that weight.

A Logo Is Just the Symbol

Simply put, if branding were a music album, the logo would be the album cover. Essentially. it is just the facade. Branding is what people think about a business as a result of everything it does. If people like the music, they get lots of new fans, and if they don't, they're just another piece of plastic.

The major point is, you cannot decide branding, the customer does. It doesn't matter if you think you're great. Branding comes from authentically adjusting to what the customer communicates back. 

I am reminded of the saying, 'Lipstick on a pig.' Often companies will change their logos and colours to make them appear more appealing. But if nothing else changes, and the underlying issue remains, the branding doesn't change.

Branding Is the Full Experience

Branding is everything people think and feel about you. It includes how your product works, how your staff treats customers, how your emails sound, and how your story makes people feel.

• Identity: The visuals, the voice, the tone.

• Promise: What people expect when they interact with you.

• Experience: The reality of those interactions.

• Reputation: What people say when you’re not in the room.

This is the difference between a pretty design and a living, breathing brand.

The Power of Branding in Action

Apple’s bitten apple logo is iconic. But the reason people line up for new iPhones isn’t the logo — it’s the promise of innovation, design, and simplicity.

Starbucks’ green mermaid doesn’t make the coffee taste good. The consistent experience of comfort, community, and reliability does.

Nike’s swoosh is just a checkmark without the story of determination, athleticism, and “Just Do It.”

In every case, the logo is only shorthand. The brand is the story.

Why This Matters for You

If you’re building a business, project, or even a personal brand, don’t stop at designing a clever logo. Ask yourself:

• What do I want people to feel when they interact with me?

• What promise am I making to them?

• How will I consistently deliver on that promise?

When you answer those questions, your brand starts to take shape. The logo simply becomes the symbol people attach to those deeper truths.

Written by Bill Waters

September 2025