How many times have you heard someone say that branding is just a logo?
Sure, the logo is important and needs to be well done, but what do you tell the designers - "I want a logo"? Where will they start?
A brand is so much more than a logo. Your brand must encompass your values and personality and should resonate with your target consumer. The logo is a reflection of those values and should mean something - or come to mean something in the future. Your brand should help the consumer understand “why” you exist and what role you can play in their lives.
Look at AirBnB - they even have a name for their logo, but it is built on so much more as CMO Jonathan Mildenhall explains so well here.
Understand your brand, love your brand, it is probably your company's best asset.
The Branding Authority helps business build better brands.