Paraphrasing Michael Bierut: a logo is a vessel into which you pour meaning.

This is essential advice for anyone concerned with building a brand. A brand is just another name for your reputation. A logo is just a symbol that anchors your reputation: it’s filled with meaning.

Further Reading

Michael Bierut - Graphic Designer via Vox
https://www.youtube.com/watch?v=RBTiTcHm_ac