Hugh McLeod once again hits the nail on the head with this cartoon.

Logos only have value when people associate something they value with them.

A logo alone does not convey meaning.

When a company, product or service has an established brand promise and a meaningful way of being, people start to ascribe that meaning to the logo (and the company, product or service behind it).

A brand promise matters when it relates to the needs, beliefs, interests and aspirations of people, and promises to make their lives better and more gratifying.

A brand promise matters when it creates positive feelings at every brand interaction; feelings that are driven by the look and feel of that moment, the tonality and messages of that moment, the functional ease of that moment and finally, the associations made to relevant ideas, people and causes in that moment.

As such, meaning goes beyond an intent to do good – it only becomes real when your attitudes and behavior prove your intent, demonstrate your intent and make your intent emotionally meaningful to people in every exchange you have with them.

Brands that matter behave in ways that matter. A logo only matters when people value something that goes with is.

Emotive Brand is a San Francisco branding agency helping brands matter more.

Cartoon from www.gapingvoid.com