Your logo is not your brand.

Making the rounds on work chat today, from Seth Godin’s archive:

Spend 10,000 times as much time and money on your brand as you spend on your logo.

Your logo is a referent, a symbol, a reminder of your brand.

But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.

Building a brand is expensive today and cheap tomorrow.

@JohnPhilpin very true, maybe replace dollars with effort in that case (assuming effort was involved in making the logo)