5. Your logo is not your brand

Your brand isn’t your logo, its the perception that the market has of you and your work. The market? That’s broad, right? More specifically, its the perception that your customers, fans, strangers and enemies have of you and your work.

Don’t believe us? Change your logo and see if every negative complaint about you is nullified or if all the goodwill you’ve built up disappeared. Logos are important but lets not forget what they really are—a shorthand for your name. Its everything else that builds your brand.