Here is a thing: a logo is not a brand. Branding is not having a logo, a business card and a website. Do not make this popular mistake of swapping the definitions. A logotype is an asset, not a brand.
Someone has made a good comparison of a brand to a human. A brand name of a company is like a name of a human-being, with one difference, that the more unique it is the better. There are millions of Joes, Michaels and Barbaras out there – but does it mean they all look alike and feel the same? Certainly not. Every one of them differs really a lot from each other: the face (the logo), the handwriting (image elements), the clothing style (the brand guidelines), the voice (the copywriting), language and accent (multicultural adaptations). All of that and many more details make one company be different from another, one human be different from his neighbour. (read more...)