More than just a pretty logo: Building a brand with heart
Let’s get real: branding is so much more than slapping a logo on things and calling it a day. At the heart of every brand is a story, a purpose, and a feeling that brings it all together. That’s why I love helping businesses dive deeper into what really makes a brand stand out. Here’s what I believe are the core pieces of a memorable brand:
1️⃣ The spark: your vision, your purpose, your why
Every great brand starts with a spark—that little flash of inspiration that makes you think, “This is it. This is what I want to create.” This spark is your vision, your purpose, your why. It’s what gets you out of bed in the morning (besides a strong cup of coffee). It’s the heart of what you stand for, the change you want to bring into the world, and the promise you’re making to the people you want to serve.
It’s not just about what you’re offering—it’s about why you’re offering it. What difference do you want to make, and why does your brand exist in the first place?
Takeaway: Think back to that first moment of inspiration. Why did you start this journey? Nail down that “why,” and you’ll have a north star guiding every decision.
2️⃣ The story: bringing your brand to life
This is where the magic happens—your story is what makes your brand real. Your brand story is the personality, voice, and message that breathes life into your brand. It’s all those quirks, values, and ideas that make you, well, you. A great brand story isn’t just pretty words—it’s your promise and the emotional thread that ties you to your audience.
When you tell your story right, you’re inviting people in and letting them see themselves in what you’re doing. You’re giving them something to believe in.
Takeaway: Get clear on what you want to say and how you want to say it. Does your story feel like an invitation to be part of something bigger? Make sure your audience knows they’re welcome.
3️⃣ The visuals: more than just a logo
Visuals are the vibe check of your brand—they’re the things people see before they read a single word. From your logo and colours to fonts and imagery, visuals are what take your brand’s story and make it something your audience can actually see and feel.
But it’s more than just “looking good”—visuals are how you create recognition, trust, and yes, even a few double-takes. It’s about making sure that every time someone catches a glimpse of your brand, they immediately think, “Oh, that’s them!”
Takeaway: Your visuals should capture the feel of your brand at a glance. Consistency is key—it’s how you build recognition and trust, turning heads in all the right ways.
Branding isn’t about just “looking pretty”—it’s about bringing every part of who you are to life in a way that feels genuine and connects with others. Whether you’re just starting out or giving an established brand a fresh spin, focus on what matters: your spark, your story, and your visuals. Because a brand that feels real and relatable? That’s the kind of brand people remember.
Until next time, giving you loads of creative energy—and coffee!
Kendra x