Your brand is a promise, not a picture

It is tempting to think the brand is the logo, the colours, the font on the sign. Those things matter, but they are not the brand. They are just the packaging on it.

The actual brand is simpler and harder: it is what people expect from you before they have even dealt with you yet, based on every time they, or someone they trust, dealt with you before.

A beautiful logo attached to a business that is inconsistent, slow to respond, or sloppy with details does not become a strong brand. It becomes a nice-looking reminder of an unreliable one.

Fix the promise first. The picture is allowed to be simple.