What is a brand?

A brand is not a logo, though a logo is part of a brand. It’s not a viral post, a catchy slogan, a perfect typeface, or a great color palette, though those are all really important too.

A brand is trust, perceived over time. You don’t control that perception directly but you can shape it through four things:

1. Real value
   Whether it’s a product, a service, or an experience, it must be useful, thoughtful, and serve the people it’s meant for. If it is not this, why are you doing it anyway?

2. A meaningful story
   People connect through narrative: where you came from, why you exist, and how you make a difference.

3. A great experience
   From first impression to lasting impact, every moment counts. Every detail is important.

4. Consistency
   In message, in tone, in delivery. Inconsistency is death by a thousand paper cuts and yes, this is where design really matters.

So, what now?

Start by making sure what you offer truly delivers. Then clarify your story: who you are, what you stand for, and why it matters. Design every interaction with care. Make it feel right, look right, and follow through. And most of all, stay consistent.

That’s how trust is built. And that’s how brands are made.

Want help building your brand? Contact me, I’m really good at it.