Ask someone what a brand is, and chances are, they’ll point to a logo—Nike’s swoosh, Apple’s bitten apple, or McDonald’s golden arches. But while logos are powerful symbols, they’re just the tip of the iceberg. A brand is far more than a visual mark—it’s the entire experience a company creates.
As Marty Neumeier, author of The Brand Gap, puts it:
“A brand is not what you say it is. It’s what they say it is.”
A brand lives in the minds of its audience. It’s the emotions it evokes, the trust it builds, and the story it tells. Take Airbnb, for example. Its logo—a simple, abstract “A”—isn’t what defines the brand. What makes Airbnb stand out is its community-driven experience, its mission to create a sense of belonging, and the way it has redefined travel.
Or look at LEGO—more than just a toy company, it’s built a universe of imagination, from theme parks to movies. Its brand is about creativity, nostalgia, and intergenerational play, not just the red and yellow logo.
The strongest brands craft a consistent identity across all touchpoints—messaging, customer experience, and product quality. A logo is just one piece of the puzzle.
So, next time someone asks about branding, remind them: a logo is a symbol, but a brand is a story, a reputation, and a promise.
