17/08/2026
I’ve been running some brand audits recently and something really surprised me…
People usually ask me how their brand looked. The logo. The colours. Whether the font felt right. But going through their pre-work beforehand, my questions looked nothing like that. I wanted to know their why. Their story. What made them different.
And when I looked for those answers across their branded assets (website, socials, collateral) I couldn’t find them. Which made me sad, honestly, because each of them had something worth sharing. It just wasn’t being told, not in words, and not visually either. In an industry this saturated, I couldn’t help but wonder what that silence was costing them.
This is exactly why I do things the way I do. The logo is the part everyone agonises over. Colour, typeface, that perfect curve. By the time I’m actually choosing it, the real work is already done.
Long before a single mark gets drawn, I’m deep in the part that matters more: your why, your story, the feeling you want someone to have before they’ve read a word. It’s the slowest, most considered part of the whole process. Which makes it strange that the logo, the part everyone fixates on, is usually the easiest decision made.
Not because it matters less. Because it’s the visible tip of something much bigger. On its own, it’s a mark. Placed across every touchpoint your brand shows up on, it becomes proof of a story, told the same way, every time.
Skip that order and it shows. A logo built before the story behind it is just decoration, fine sitting on its own, but stretch it across a website, a social post, a business card, and the cracks start to show. Do it the other way around, and every touchpoint says the same thing, even when you’re not in the room to say it.
First, it’s about how it feels. Then, it’s about making it real.
Which raises the obvious question: is your brand still telling that story, or has it fallen behind?
If your current identity no longer reflects how far your business has come, that’s worth paying attention to. It might be the very thing holding you back.
Let’s talk about making it work harder for you, and attracting the audience you’ve been trying to reach.
