Many businesses approach brand identity like a box to check. They want a nice logo, a sleek color palette, and a modern font. Then they move on, thinking that’s the job done.
But as Jeza, a brand identity designer, put it:
“Too many brands think branding is just the logo and colors. But a strong brand isn’t just about looking good—it’s about capturing the right feeling. It should build recognition, trust, and connection over time.”
A brand identity without meaning is just decoration. It might look polished, but if it doesn’t stand for something, it won’t last.
What does meaning in branding actually mean?
A brand’s meaning isn’t just about the product it sells—it’s about the story behind it, the problem it solves, and the emotional connection it creates.
Jeza’s approach to branding always starts with three core questions:
- Why does this brand exist? What’s the deeper reason behind it beyond making money?
- Who is it for? What does the audience care about? What problem does this brand solve for them?
- How should it feel? Should it be seen as premium, playful, disruptive? What emotional response should it create?
“When you have a strong sense of a brand’s foundation, it’s easier to create something meaningful,” Jeza explains. This also helps create cohesive brand messaging.
Meaningful brands aren’t just designed to look good—they’re designed to resonate.
Brands that evolved visually but kept their meaning
A common branding myth is that a brand identity should be set in stone. But the best brands evolve over time—without losing their core message.
“A brand identity should be flexible,” Jeza said. “It should grow with the brand, adapt to new trends and platforms, even reach new audiences. But it should always stay true to its essence.”
Some of the biggest brands in the world have changed their visual identity while keeping the same meaning:
Apple: Innovation in every form
- Then: A colorful, playful rainbow logo.
- Now: A sleek, monochrome Apple icon.
- What stayed the same? Apple has always stood for innovation, design, and user experience—its visuals just evolved to match.
Nike: The swoosh has always meant movement
- Then: The swoosh with extra text and visual clutter.
- Now: Just the swoosh—instantly recognizable.
- What stayed the same? Nike still stands for performance, movement, and empowerment—the identity just got more streamlined.
Coca-Cola: The script that never changed
- Then: Coca-Cola’s script logo looked slightly different.
- Now: It’s been refined, but the red and the typography remain constant.
- What stayed the same? Coca-Cola still represents happiness, refreshment, and nostalgia.
Meaning is what makes these brands timeless. Their logos have changed, their marketing strategies have shifted, but they’ve never lost sight of who they are and why they exist.
How to give a brand real meaning
Meaningful branding doesn’t happen by accident. It requires intentionality. Every design choice should be rooted in something deeper than just “looking good.”
Here’s how to do it:
- Know the story behind the brand. What problem is it solving? What’s the bigger purpose?
- Make intentional design choices. Every element—color, typography, symbols—should reinforce the brand’s message.
- Go beyond trends. A brand built on a passing aesthetic won’t last.
- Align with the audience’s values. A brand that resonates emotionally builds loyalty.
- Communicate the meaning, not just the visuals. A strong brand identity should be understood without needing a long explanation.
This is why Jeza’s Empower Next project stood out to him.
“The logo wasn’t just a graphic—it combined symbols of growth, education, and empowerment. It had a pine tree for growth, a book for education, and a shield for protection. Every design choice had a reason behind it.”
That’s the difference between branding that lasts and branding that blends in.
Why brands without meaning fade away
When a brand relies only on aesthetics, it’s easy for it to become forgettable. The brands that stand the test of time are the ones that stand for something bigger.
- If your brand doesn’t have a clear story, customers won’t connect with it.
- If your brand is built on a passing trend, it will feel outdated quickly.
- If your brand’s identity never evolves, it may lose relevance as your audience grows.
“A great brand should be designed to evolve, but the meaning should stay constant,” Jeza said.
The brands that survive don’t just look good—they mean something to people.
Jeza’s favorite design tools (and some you might not know about)
Beyond branding philosophy, Jeza also has a few tools he swears by. Some are well-known, but others are under-the-radar gems.
1. Pitch.com
“It’s great for interactive pitch decks. It makes presenting branding work to clients way more dynamic.”
2. Readymag
“If you need to design editorial-style web experiences without coding, Readymag is a game-changer.”
3. Maket.ai
“A really good tool for branding applications, especially in architecture design.”
4. Iconjar
“If you work with a lot of icons, Iconjar helps you organize and manage them efficiently.”
5. The best free mockup sites
Jeza also has a few go-to mockup sites that are completely free:
“Mockups are essential for showing how a brand identity works in the real world. These sites make it easy without having to spend money.”
Final thoughts: Meaning is what makes a brand iconic
A brand without meaning might look polished, but it won’t be memorable. The best brands aren’t just visually appealing—they stand for something.
- A brand’s visuals should evolve, but its meaning should remain constant.
- Branding is more than aesthetics—it’s about the story behind it.
- If a brand isn’t connecting with its audience, the problem isn’t the logo. It’s the lack of meaning.
“Branding isn’t just about making things look good,” Jeza said. “It’s about making them feel right.”
If your brand identity isn’t telling a story, it’s just decoration.
Work with us to build a brand identity that actually matters. Let’s talk.
Mo is the founder and CEO of Column Content, a thought leadership content agency that helps leaders get seen. Connect with him on LinkedIn.
