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Brands are not just logo marks – they are whole experiences. What you see, smell, feel, hear, etc. are all part of the brand you're interacting with. Because of this, it is really important to think of your brand beyond your logo. How can you implement it throughout every part of your organization? 

One answer to this is through signage/environmental design. Think about Target. They have a very distinct feel throughout their whole store. Their check-outs are red, the aisles are lined with red stripes, the ceiling is red, the carts are red, and the red and white circles are used in the signage everywhere. This intentionality gives them a very specific feel, completely unique to the experience of shopping in their store. They are consistent and it creates big impact.

Another example is St. John Lutheran Church & School's signage. They realized that their brand was not transcending their building – their hallways were colorless, the signage was non-existent or inconsistent, and they had no evidence of their logo anywhere in the environment. Through the use of new signage they're strengthening their brand and creating their own unique and branded atmosphere.

Think about space you work in. Think about the experience someone has when interacting with you and your organization. Is it consistent with your brand? If not, then you're missing the opportunity to have impact on that person's experience, and possibly even doing your brand a disfavor. Think about ways you can carry your brand throughout every part of your organization – not just the logo and business cards.