1) A brand is just a logo Unfortunately, that’s not quite right. A brand is a customer’s complete experience with the product or company. Or quoting Ze Frank, it’s the “emotional aftertaste” that comes after an interacting with your product, service or company. Therefore, a brand is so much more than just a logo. Yes, a logo is a fairly important part of the brand, but it’s only just part of a bigger whole. Branding is the process of finding your company’s traits and voice then translating them not only onto your logo, but to your website, packaging, signage, customer services, PR and various other facets of your business that your customers come into contact with. In doing so, you can influence what people think and feel about your business. On the flip side, if you don’t take control of it, you are actually leaving customers to figure your brand out for themselves. And that is a...