Let’s get back to basics, shall we?
Most people think a logo is a brand. A logo, on its own, is not a brand. It can be part of the foundation, but a logo alone does not tell your entire company story.
A brand is actually what other people perceive to be what your company stands for, and how it makes them feel. It can be a correct perception or a skewed perception. It is up to you, and the creative team you work with, as to how you tell your brand story.