Give them reason:
Notes for inspiring brands
Great brands know a logo can’t carry all the weight. Neither can your name, business card, packaging, or website. Everything must work together to tell a compelling story.
All branding efforts should provide support for the asset that does carry the most weight—your actions.
Branding can help communicate why you matter, but only if all the characters are working together to tell a clear, meaningful, and real story.
Indie Brands: 30 Independent Brands that Inspire and Tell a True Story