Nothing !!!! Yes it is nothing.
Everything that a customer feels, thinks, sees is all CUSTOMER EXPERIENCE (CX).
M of McDonald represents fun, food, taste, ambiance, service excellence, smiling & helpful employees. M reminds us of all these. Therefore M is not a logo or McDonald is not a brand , but it is all about what M & McDonald represents.
Whenever next-time you think of designing your logo or planning a branding exercise, if the same is not commensurate with the experience your business is offering to the customer. It will not be a branding exercise. It will be a waste or It will be all negative experiences it can recall.
The 1st step is designing Customer Experience. Branding will follow from Customer Experience.
Have you designed your CX & walked your Customer Journey to know the brand your entrepreneurial efforts are building ?