It’s nice when someone like Paul Rand says the same thing as you say all the time, even if he does so more eloquently. In your customers (including potential customers and ex-customers) minds your logo represents what they think of your product and/or service. You can have an award-winning logo, but if you have a shoddy attitude then that’s what people think of when they see it.

Your brand is how you answer the phone, how long your product lasts, how well what you do works, how you treat your customer and a whole long list that includes everything you ever do.

Your logo is what reminds people of that.