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Logos may grab attention, but product success relies on delivering a consistent, reliable, and valuable experience. Product Managers should focus on enhancing experiential identity - how customers feel when interacting with the product - rather than obsessing over the logo. A strong brand is built from the inside out, grounded in purpose, and brought to life through great product experiences.
In a world saturated with logos - whether it's the blue bird that once defined Twitter or the minimalist Instagram camera - it’s easy to think a strong visual identity equals a strong brand. But for Product Managers, this raises a crucial question: should you worry about your logo, or focus on something deeper?
Logos, while important, are just the tip of the iceberg. A brand’s real power lies in the experience it delivers and the emotional connections it fosters with customers. This article explores why logos matter far less than most people think, how experiential identity plays a pivotal role in branding, and what Product Managers can do to build products that resonate long after the logo fades from view.
Logos have an outsized reputation in branding conversations. Companies agonise over font choices, color schemes, and clever hidden symbols. Yet, as the saying goes, "a logo does not make a brand". A logo is simply an identifier - a visual tag that distinguishes a company from others.
Take Apple, for example. The bitten apple logo is recognisable worldwide, but what makes Apple a powerhouse isn't just its logo - it's the seamless ecosystem, intuitive design, and premium user experience. If Apple products were clunky, unreliable, or lacked innovation, the logo alone wouldn’t save the brand. Apple's success is driven by its commitment to great products, not just a well-designed emblem.
Product Managers who fixate on logo design risk misplacing their focus. A sleek logo won't save a poorly built product or a frustrating customer experience.
There's often confusion between "brand" and "branding." While branding includes logos, colors, and taglines, a brand is the sum of the experiences customers have with a product and should therefore be of much higher importance to any Product Manager.
Brand refers to the overall perception and emotional connection that customers have with a company, product, or service. It is shaped by interactions, experiences, and the company's values, rather than just visual elements.
Branding is the process of creating, developing, and maintaining a company's identity through elements like logos, colors, messaging, and customer interactions. It helps customers recognise, trust, and emotionally connect with the product.
A customer who experiences constant bugs and crashes while using a popular software application won't be comforted by a beautifully designed logo. A user frustrated with a streaming app's buffering issues won’t care about the sleek design of the interface.
While not needing to focus directly on branding, Product Managers can help build a strong brand by enhancing experiential identity. This involves focusing on the feelings and impressions customers develop through their interactions with a product. It encompasses the way users perceive the product's functionality, reliability, and overall value.
The three core pillars of experiential identity are:
While logos shouldn't dominate a Product Manager's focus, branding still plays a role in product success.
For new startups, a clear, memorable logo can help with recognition and early traction. In crowded markets, branding helps differentiate similar offerings. And for established products, branding reinforces trust and familiarity.
Branding provides more than just visual identity; it creates a foundation for product positioning, customer trust, and long-term market success. For example, companies like Zoom gained traction not only due to their product capabilities but also through strong branding that conveyed simplicity, reliability, and accessibility during a time of increased demand.
How branding supports product success:
When branding matters:
If logos aren't the priority, what should Product Managers focus on?
The answer: purpose and experience.
Purpose is the guiding principle behind the product. It defines why the product exists and what mission it serves. Without a clear purpose, teams can become directionless, and customers may struggle to connect with the product's core value.
Experience is the tangible way customers interact with the product. It's how they feel when they navigate the interface, encounter support, or achieve success using the product. Experience isn't just about usability; it's about creating moments that delight users and build lasting connections.
For Product Managers, this means:
Branding and product management aren't opposing forces; they're interconnected disciplines that can amplify each other's impact.
How Product Managers Can Collaborate with Branding Teams:
When branding efforts align with a product that genuinely delivers on its promise, customers feel it. And when customers feel it, logos become memorable for the right reasons.
The verdict: No, not too much.
Logos serve a purpose, but that purpose is secondary to the product experience. Product Managers who deliver valuable, intuitive, and delightful products will build strong brands—even if the logo is unremarkable.
Focus on the product. Focus on the customer. The logo will take care of itself.
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