Let’s say you are looking to do some rebranding work for your business. If you think that all that needs to be done is change the style, font and color of your logo, then you probably have no idea about branding or rebranding.

Your brand doesn’t begin and end with your logo. A logo is just a visual signature or symbol of your brand. Of course, it forms a vital part of your brand, especially because it is what creates a first impression about your brand among customers, clients, and everyone in between. However, a brand is something much more than a logo. It is basically a combination of different attributes, including verbal and visual, that outline your business or company and sets it apart from your competitors. Also, the representation of your brand should be consistent everywhere, from media ads and sales pitches to your website and the way people are greeted when they phone your office.

If your business is focused on consumers, then the products you sell is your brand. On the other hand, if yours is a charitable organization, your goals and the steps you take to achieve them will be your brand.

The next thing that represents your brand is your customer service. When customers calls and are unsuccessful in reaching customer support that has a negative impact on your brand. Or to have their questions answered, but are unable to reach your customer support executives on time, which represents your brand as well.

This typically shows that you don’t really care about your customers, and even a good-looking logo cannot compensate the impression your brand has made on your customer. Your sales and support team should be as helpful and as pragmatic as possible when they deal with customers. You need to make sure that every customer finds it effortless to contact your brand, no matter what their concern.

Your brand is also your people. The way your employees represent you is another important aspect of building or rebranding a brand. In order to have a good team to represent your brand, you need to start with hiring the right people and continue the process by giving them proper and consistent training. They should be interested in and care about their job, which is one of the most important qualities you need to look for in the people you employ.

And yes, while your brand is not just a logo, a great logo is also essential to make a great brand. A great logo can make the difference when it comes to customers choosing between two brands.

Look beyond the myth that you need just an outstanding logo to be recognized as a business with a strong brand. A brand is what your prospects and customers have to say about your company behind your back. Your communication styles, customer service, employees, social media presence, the products you offer, and even the very look of your office, all of these aspects together make a great brand. So, if you are looking to build a great brand, you need to care about every single detail in your business.