Your logo is finished and you love it. Now it’s time to put it on some business cards so you can show off your brand. Not so fast. Be careful not to make this common mistake: Your logo is not your brand – it’s only a part of it.

Think of your brand as a statement of who your company is—what do you have to offer and what differentiates you from other small businesses?

That statement can be expressed in many different ways. It’s the way you greet customers online, in-person or on the phone. It’s the kind of products you offer. It’s your service after the sale. And, it’s the logo they see on your business card.

But regardless of how the statement is expressed, your customers should have the same impression of your business. That’s why it’s important to think about the various ways your customers might experience your brand.

For example, here are two ways you may not have thought about:

• Voicemail message – Whether it’s after hours or you’re on the phone with another customer, your message creates an impression of your business. Do the words you use  create an experience that prompts them to leave a message? Is your tone of voice welcoming? Do you give them other ways to answer their question (like your website)?
• Response time – How long does it take for your customers to hear back from you with a response to their question? If your brand says you’ll stand behind your product, then your response needs to be timely. Even if you don’t have the answer, they want to know they've been heard. For example, some websites provide automatic responses when a customer submits a question that they will get back with an answer in 48 hours.

A great logo is just one part of your small business’ brand. But before you order those cards, think about whether you’re leaving the same impression in all of your customer touch-points.