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.