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If you’ve developed your brand message and successfully tied it to your logo, everything you do and create becomes associated with the logo and the brand.
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These changes can be subtle, thanks to the complexity of the design, and consumers may make decisions that favour your competitor, based on the reputation your brand has built for itself. Depending on the extent of the changes, copyright infringement may or may not apply.
The brand's message, story, promise, mission, vision and values must be defined, clear and in-place before any logo design begins. Then, the logo designer must express all of those things with colour, lines, shapes and fonts...whilst keep the visual brand identity simplistic.