A lot of people starting a new company are operating under the illusion that their brand strategy is covered solely by having a great logo and visual identity. The reality however is that your brand should be so much more than a logo. A brand needs to be your core essence, story and promise. A logo should certainly convey the brand but your brand is the actual foundation for all of your marketing efforts as well as informing other aspects of your organization such as hiring, operations and partnerships. Your brand is the place you hold in the imagination of potential customers and the story that you tell with it.
There are target audiences and markets for practically everything but as a marketing leader or business owner it is your job to be completely clear as to the image that you want to project and the way that will influence everything from customer experience to distribution and pricing, not just your visual identity.