Your brand is the result of 1000 small gestures.
I met recently with the head of a company who told me how their brand had been blue and yellow, but last year they changed it to blue and brown.
“Blue and yellow” is probably not their brand. Their brand is the picture of them that their clients, investors and staff hold in their heads and their hearts.
Your company’s brand is the sum of the way your phone is answered, what is found on your website, how you react to a complaint, the quality of your ideas and work of course, your positioning and value proposition, your pricing, what your clients say about you, the cleanliness of your coffee room and on and on and on.
The ideal is for all those things add up to the picture that you want your clients, investors and staff to hold. If they don’t, then you have 1000 things you can tweak to get to where you want to be. One of them may be the color of your logo – but it is almost certainly the first one you should be thinking about.