If you went out and polled a bunch of business people about what defines their brand, you’d probably end up having a lot of conversations about logos, mixed with a little chatter about corporate colors. Many people may not realize a brand is more than a logo, and it doesn’t carry as much weight as they might think.
A great brand is built and expressed through every single detail of a business. A logo is simply one of those ways. Your logo is only one small brick in the whole architecture of your brand warehouse. It shouldn’t be burdened with the job of summarizing your entire organization; it simply needs to set the right tone for your brand.
Instead of putting all your eggs in the logo basket, focus on the entire brand experience. The way your client feels after an interaction with you—any kind of interaction with you—is the true definition of your brand. A logo is an important, consistent part of it, but you shouldn’t neglect other areas of your brand strategy in favor of searching out the holy logo grail. Brand experience outweighs a logo any day.
Your logo simply needs to feel like the rest of your brand interactions. A little ambiguity is ok. That curiosity encourages more interaction with your company. If you focus on the health of the entire brand instead of just on the logo, you’ll be much more likely to attract loyal and fully engaged customers, who are excited to be part of your tribe.