Marketing
Branding, for people who think branding means a logo
Your brand is the sentence someone says about you when you are not in the room. The logo is just the bit that reminds them to say it.
Branding is the strategic work of building one identity in a customer's head and then not contradicting it.
The practical test is simple. Ask five customers to describe your business in one sentence. If you get five different sentences, you do not have a brand — you have a name.
Consistency does most of the work here, and it is unglamorous. The same promise in the advert, on the site, on the van and on the phone. The same tone. The same look. Businesses undo years of this by rebranding every eighteen months because somebody got bored, which is roughly the point at which the market was starting to remember them.
The other half is delivering on it. A brand built on "we turn up when we say we will" survives exactly as long as that stays true.
If you get those two right, the logo genuinely does not matter very much. It just needs to be recognisable and to not look like it was made in 2003.