When you’re refreshing or creating a logo, focus on three key areas: understanding your Tribe (really get to know your customers—their spending, who else they buy from, and what they value), assessing your Vibe (compare your logo visually against competitors to see if you feel dated or on-trend), and confirming your Why (make sure your brand still solves the problems it was created to solve). This framework (Vibe, Tribe, & Why®) is essential because your logo influences everything else: your website, marketing, packaging, and social presence all flow from your brand identity.

Get full access to Brand Shepherd at brandshepherd.substack.com/subscribe