A successful brand is how you can turn your business from unknown to widely known and a logo is just the tip of that iceberg. You never see a logo by itself, it’s usually part of an overall brand that takes into account everything and anything from the outward perception of your business to the media landscape.
When creating a successful brand you need to know who your customer is. You want to make your brand appeal to your target audience from the font to colour scheme. You want to create a bond between yourself and the customer, as some companies do when using humour in they products. By using humour and wit in your branding you are making them feel like part of the inside joke. You also want to make your logo widely recognisable but you can still be flexible with the design and have it come in different styles, for example; absolute vodka’s logo changes colour and style occasionally depending on what flavour product it’s on.