Fantastic video from Ladd Design. His five year old looks at various logos without the names to see what impression she gets from each one.

This video demonstrates how logos provide memorability, but they are not the brand. She associates and remembers logos based on her life experiences so far with these brands.

For the brands she recognizes, she gives distinct examples. For ones she doesn’t recognize, she uses logic to arrive at what the logo is. Those brands are a big part of her life, so this video helps us get a better understanding of branding.

Branding encompasses the entire impact your product/service has on a consumer’s life. Logos are the touchstone they remember best. Great brands are built on great experiences for their customers.