Your Logo Is Not Your Brand. Here's What Actually Is.

Let's say you walk into a coffee shop for the first time. The logo on the door looks great. Clean, modern, nice font. You're already excited. But then, the lighting is harsh and unflattering. The menu is confusing. The staff looks like they'd rather be anywhere else. Your coffee arrives in a paper cup that feels cheap. There's no music, or worse, it's the wrong music. You leave and never go back. Now tell me, was logo the problem…