It's so much more than your logo     A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. – Seth Godin       Marketing experts have a joke “what’s the difference between a logo and a brand? About a $1000.”   A little bit funny, but it tends to devalue the true worth of a good brand. Companies like Apple and Microsoft, or the NFL and MLB, have all the money and expertise required to build a powerful brand and to consistently “stay on brand”.   Small businesses often do not have the resources...