Every interaction a customer has with your company either makes the brand stronger or weaker. Each interaction with your brand either reinforces your brand promise or it shatters it.
This is a zero sum game.
Most often we think about a logo as a representation of our brand. Seth Godin has highlighted this in a recent post. A bad logo gives off a negative perception of a brand or at best – the logo has no recall (another negative but the lesser of two evils in this case).
Every time a customer has an interaction with you - or something they perceive to represent you - they form an opinion.
What did you do to make your brand stronger today?