Brand expression or personality is made up of two arms: visual expression and verbal expression. During the brand building exercise Vishaka Communications gives special attention to mould your brand and shape it into an entity that exudes the core idea, positioning statement and attributes, both visually and verbally. The typography used in the logo, ads and brochures, along with imagery or photography style, graphic devices, colour palette, and layout conventions falls into the visual expression stream. The brand name itself, tone of voice in advertising, message portrayed and the tagline all comprise the verbal expression stream.
The logo it would seem falls into the visual expression stream, but as a unique unit it could use both verbal (your brand name and sometimes a tagline) and visual (font style, graphic or visual) elements and thus cross over both streams. Sometimes if the verbal part of the logo (the name) is strong enough it can stand alone to create a type driven logo. In many cases the name requires additional adornment and graphics to become an ownable logo.