Your brand is an experience not a logo

Your brand is often perceived by customers as an experience rather than a logo. Logos are important but their influence on consumer behavior is shallow, and many recent examples of new logos haven't changed people's perception of the company. A great support experience can excuse a weak logo, while a strong brand gets through both good and bad times by thinking beyond visual identity and reframing it as every place a person can interact with your company. This includes voice and tone, product features, customer interactions, and operational aspects like marketing emails and fundraising announcements. Authentic, personal brands form real consumer loyalty and are harder to copy than logos or other superficial elements.

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