Journal
Insights · 4 February 2025 · 7 min read
What a brand is actually for
Brand isn't decoration. It's a decision-making tool. Here's how to use it that way.
By Sara Okafor
A brand isn't a logo. It isn't a colour palette. It isn't even, really, a feeling. A brand is the answer to a thousand small questions you haven't asked yet.
The ten-thousand-decisions test
Pick any brand you admire. Look at their packaging, their out-of-office reply, their hiring page, the typography on their invoice. They all agree. That agreement is the brand, not the logo.
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