What Makes a Brand
Going Beyond the Logo
“Hey Sanne, can you design a logo—just a logo—for me?”
Yes, I can.
But I won’t.
Wait, what?
This is a question I’ve been asked more than a few times over the years. And I completely understand why. When you’re just starting out with your business, having a logo feels like a tangible first step. It’s something you can place on your website, your packaging, your business card—it makes everything feel real.
But here’s the thing: as a brand designer, I’ve learned that branding is so much more than a logo. When I first started out in design, I said yes to “just logos.” I didn’t fully grasp what a brand really is—I thought a beautiful logo was enough.
Now I know better.
Overt time, through working with thoughtful, values-driven clients, I’ve come to understand that strong visual identity design is rooted in strategy, clarity, and connection. Good design begins by listening. By asking the right questions. By uncovering your values, your story, your audience—and translating that into a brand that feels aligned from the inside out.
And hopefully, by the end of this post, you’ll see branding a little differently too
Inviting People Into Something Real
Your brand is how people feel when they interact with your work. Your visuals are a reflection of that—but they aren’t the whole story.
Think of your brand like a home. Your logo might be the front door—it sets the tone, invites people in—but the brand is everything inside. The furniture, the scent, the music playing in the background, the feeling people leave with. It’s the full experience. And if they feel at home, they’ll want to visit again.
That’s why I don’t just design logos. I help you build the full foundation. The thoughtful, honest, and aligned structure that holds your message, your personality, your values—all the things that make your work yours.
A strong brand is rooted in clarity. Before we even think about colors or typography, we look at what your business is really about.
• What do you stand for?
• Who are you here for?
• What do you want to be known for?
• What makes your work feel different from others doing similar things?
This kind of clarity is what helps you stand out—not by shouting louder, but by showing up in a way that’s unmistakably yours.
We also look at the world around you. What’s already out there? What do your competitors sound like? How do they present themselves? Not so we can copy—but so we can position you differently. Authentically. Strategically.
Build With Purpose, Not Just Aesthetic
I work with people who are building something close to the heart. And when that’s the case, the brand needs to carry meaning. It should reflect your why—not just your what. That’s not something a quick logo can do on its own.
Of course, there’s nothing wrong with starting small. But even then, you can still start intentionally. Taking the time to get clear on what you stand for, who you’re trying to reach, and how you want to show up—that’s what creates a brand that’s cohesive and resonant over time.
Take Yourself Seriously From The Start
When you approach your business with intention, people feel that. You don’t need to wait until you’re “big enough” to invest in a brand. Building something thoughtful from the beginning will make everything else—your website, your marketing, your offers—fall into place more naturally.
So yes, I could design “just a logo.”
But I’d rather help you create something with depth. Something that feels true.
Something that lasts.