As Marty Neumeier explains, a brand is not a logo, a product, or a promise. A brand is the gut feeling people develop about your business. The logo is simply the signature, a visual mark that helps people recognize you, but the real brand lives in the experience, the perception, and the emotional connection you build. When I design a logo, I design it as a meaningful entry point into a complete identity system that shapes how your audience feels, remembers, and talks about you.