The logo inside the brand

There are far too many people and professionals in the industry that still haven't made the distinction between a logo and the brand. The overall brand strategy encompasses not only the logo but every element such as marketing, advertising, public relations, employee training, etc... Without a well developed brand strategy all of these pieces are floating separating occasionally bumping into one another. 

A well thought out brand strategy is what connects them and imbeds the DNA of a brand throughout every aspect of an organization. A strong brand is similar to a set of Russian dolls—each one stands securely on its own yet has the same characteristics as the others and fit perfectly one inside another. A logo is only one doll inspired by the core purpose of the organization which is magnified from layer to layer.