A logo is only the tip of the brand. A brand is often represented with the illustration of an iceberg. The reason for that is because branding goes beyond what you see. Branding is anything that connects with your customer. In fact, branding is how your brand is perceived.
To create a brand with the desire projection, you have to design it with the desire customers in mind. What are they expecting to feel, to see to hear?
To help you understand it, you can think of a brand that makes you feel well. Replay or Starbucks are great brands to show the full experience of a brand (regardless of you like them or not).
Let’s see Starbucks. Their logo is printed everywhere, cups, napkins or the sign outside. This is pretty standard. Their coffee shops all have a similar feel, the colours of light wood, with picture and sitting that are consistent all over the world. The smell, when you go to a Starbucks in Los Angeles, is the same when you go to a London shop. The music, the people who work there or the taste of the coffee. All these aren’t necessarily tangible assets, but they are there.
As part of the brand, that only people who work there would know are the values, the mission or the vision of the business.
I always say:
Branding is everything.