A Successful Early Stage Brand

A common misconception is that a brand is essentially a collection of important artefacts — mission, vision, a tagline about making the world a better place and a logo. There’s hope that these individual artefacts will add up to a greater whole. 

Having a mission, vision and values written down is not wrong. At the end of the day, well-defined brands do have those. But more important than the artefacts is the substance, however, you decide to make it clear to your audiences.