The Brand Breakdown | Part 1: Your Logo Isn't Your Brand

Most founders think branding starts with design. It doesn't. It starts with meaning. You can't build a brand simply by sketching a logo or picking your favorite shade of blue.

You build a brand by shaping perception.

A brand isn’t what you say about yourself. It’s what people believe about you, formed by every interaction, every signal, and every feeling associated with your business.

The Three Core Layers of a Brand:

Brands Aren’t Born Fully Formed. They’re built layer by layer, from the inside out.

Here are the three core layers that shape a brand with depth and staying power:

Internal Identity (Who you are) 

Your purpose, vision, and values create the belief system guiding everything you do. Without these, your brand collapses under pressure.

Market Position (Where you fit) 

Who you serve, the unique value you bring, and the space you claim in your customer's mind that no one else occupies.

External Expression (How you show up) 

Only now does design become relevant: your logo, typography, and colors. These visuals must genuinely reflect your internal identity and market position. Without that foundation, they're simply decoration.

Brand Layers in Action: Liquid Death

Want to see how these brand layers come together in the real world? Look at Liquid Death.

Internal Identity: 

Their point of view is clear: punk attitude, dark humor, and rejecting polished wellness branding.

Market Position:

They're not aiming to be another Evian or Smartwater. They claimed their space as the anti-brand, appealing to customers who prefer authenticity over traditional branding. And it worked. Liquid Death became one of the fastest-growing beverage startups by standing out clearly.

External Expression:

Their skull logo, black cans, and metal-inspired merch reinforce their rebellious identity. These visuals didn't create their brand; they express it.

Why Most Brands Stay Forgettable

Forgettable brands focus purely on appearances. Without a clear purpose or position, there's nothing meaningful for customers to connect with.

Strong brands feel consistent because they're built on solid foundations. When your core is clear, visuals and messaging align naturally, making your message stick.

Common Branding Mistakes to Avoid:

• Choosing design before defining meaning

• Trying to appeal to everyone

• Copying competitors instead of standing apart

• Ignoring consistency across interactions

Brand Reality Check

 Ask yourself:

• Does my brand stand for something specific?

• Would my customers truly miss my brand if we disappeared tomorrow?

• Are my visuals and messaging honestly reflecting my internal identity?

If you hesitated, step back and refocus.

Think about the brands you trust deeply. It’s not because their logo is nice. It’s because every interaction consistently reinforces one clear idea: they understand you, stand for something, and deliver reliably.

Your brand should do the same. If not, you’re just another forgettable scroll. Sigh.

Build a Brand That Means Something

If your visuals aren’t backed by meaning, or if your message feels scattered, it might be time to rebuild with purpose.

At Brickma, I help founders turn businesses into brands that are strategic, consistent, and built to connect.

You built the business. Now let’s build the brand that carries it forward. Reach out to start the conversation