Over the last 15 years+ I've dug into and created branding programs for start ups to global conglomerates in almost every category and channel imaginable. What has become abundantly clear is that the strongest brands, and companies with zealous employees and brand  fans, are crazy simple and logical.

Logical. Sounds almost too easy, right?

In the market I think it's a combination of vision and purpose—very few companies set out to confuse their audiences and make it difficult for them to find the products and services they want.

Logical branding doesn't mean overly simple. It means people can easily understand the path from one end of the communication spectrum to the other, whether that's in the portfolio strategy, equity, architecture, Web site or customer service rep responses.

Behind the scenes it involves the kind of brand building tools people inside those companies will use to bring the brand to life. It's been my experience that too many agencies promote complicated tools and "proprietary methodologies" that are hard to explain and harder still to use, and therefore end up in a drawer. The brand spends money on the agency but doesn't improve the experience or the brand.

I think logical is better.