Why ‘brand’ isn’t just a Logo

A brand is more than just a logo — it’s the entire experience your business delivers. Rod Curtis, Director of Strategy & Creative Lead at Kommunal – Brand Strategy Architects, explains that while a well-designed logo is important, it’s just an empty symbol without a strong strategy behind it. Rod explores the deeper layers of branding, from the way you present yourself to the promises you make to your customers. Every interaction, from answering the phone to meeting a client, shapes how your brand is perceived. He explains how to craft a brand story that truly resonates with your stakeholders.