Often times I hear business owners and even marketers refer to their brand or their client’s brand as the logo.  ”You got to work on your brand it needs redesigning.” or “I am very protective of my brand it must stand out on my stationary and my signage!”

This reference could not be farther from the real truth about the true identity of your brand.

Your logo is nothing more than the ‘signature’ of your brand, the identifier of what your real brand represents.

The real brand is your promise to your customers.  That essential statement you have determined with your “brand strategy” to represent and become well known for.  If you have determined that you want to be the best at offering the best price then your unspoken promise to your customer will sound something like this, ” We will always give you the best price and ensure your expectation for real value is always met.” Now everything you do in your business is geared towards delivering on that promise.

The result is if you deliver consistently and deliver well then your ‘brand signature’ or your logo becomes synonymous with great prices and real value!  Now that is real branding!

Not a logo, a banner and a sign!