A logo, or the image that represents your brand, is not the same as the brand itself; though it’s certainly an essential component within the brand.

Your brand is essentially the essence of what you’re building. It’s what you represent.

Jeff Bezos described it beautifully (and I use this quite a lot in lectures), when he says, “Your brand is what people say about you when you’re not in the room.”

Bottom line: you want to leave a long-lasting impression, and you want people to come back.

Think of your brand as your representation; it’s the essence of you.

Long-lasting brands often evoke an emotion in people that makes them come back and want more.

So while a logo can help leave a recognizable mark behind, to represent the magic your brand creates, it’s not the same thing as your overall brand.