What’s the difference between a logo and a brand?
Let's be clear, your logo is not your brand. You read correctly - just because someone designed you a logo and specified fonts, Pantone colours and so on, does not mean you have a brand.
Branding is a mindset, it is the ethos of your business, it should be at the heart of every goal, decision, and transaction your business makes. Your brand should include your mission statement and core values.
Your brand guidelines must describe the tone of voice, visual and written, that should be use at every interaction a customer makes with your business. After all, it is your customers that will decide what your brand really is based on how you present your business to them. Ensuring you have a consistent tone of voice is crucial when creating a lasting relationship with your customers.
On the other hand your logo is the visual identity you dress your brand in, a logo helps your customers differentiate your business from your competitors.