Brand should have a vision

“Why do I get out of bed every morning and go to work?”

That’s what your brand should be built around.

Great brands are built around a strong belief system and are driven by values. Take a quick look at Nike. Phil Knight had a vision that if everyone went for a run just once a day, the world would be a better place. The Swoosh is just a Swoosh; any emotional connection you have to it has nothing to do with the logo itself, everything to do with Phil’s original vision.