A logo is not a brand

A logo is one important piece in the identity of a brand. It’s a tool, not the brand itself.
Your logo is just a piece of the cake. Your brand is an idea. A promise.
Your brand is what people think about you when their hear your name.
Logos, colors, guidelines,marketing campaigns… All of them are tools that help you to tell a story. Your story. As Seth Godin says, it’s the story people tell themselves about you.
Every action, campaign—or any communication between you and your audience—is related with your brand. Brand identity is a series of tools to help you tell your story. Guidelines that help you to stay on the track and follow a consistent path that goes over a over to the same story.
Understanding the difference between a brand (story, promise) and brand tools, will position you above of a lot of “marketers”.