A common misconception is that branding starts with a logo, but a logo without all the branding behind it is only a graphic. Just like your brand name, take time to create (or have someone create) a logo that’s authentic to you and will resonate with your customers. Logos fare better over time if they’re simple and timeless. Make sure your logo is scalable: tiny (favicon), standard, and large (think signage).
Create a list of what your business supports and what it doesn’t support and rank your top three core values. This also identifies potential points of relatability with your target audience and guides your employees on how to act in the workplace.