Branding often feels like the ultimate chicken or egg dilemma. Do you define your brand strategy first and then build the visual identity around it? Or do you design a striking logo and let the brand narrative take shape from there? It’s a debate that has confused many businesses, leaving them caught between strategic planning and creative execution. The reality is that branding isn’t linear—it’s an evolving process where both elements feed into each other. But to get it right, you need to understand what must come first.
Start with a strategy
Before a single pixel is pushed or a tagline is crafted, your brand needs a solid foundation. This is where strategy takes the lead. A well-defined brand strategy outlines who you are, what you stand for, and how you communicate your value. It answers fundamental questions:
• What is your brand’s mission and purpose?
• Who is your target audience?
• How does your brand differentiate from competitors?
• What is your brand’s personality and tone of voice?
Without clarity on these aspects, designing a brand identity is like shooting in the dark. A beautifully designed logo won’t resonate if it doesn’t reflect a deeper brand story. This is why companies that prioritise aesthetics over strategy often find themselves rebranding within a few years. The strategy dictates the creative direction, ensuring that every design choice—from colours to typography—aligns with a bigger purpose.
Bringing the brand to life
Once the strategic groundwork is in place, the visual identity can be developed with intention and precision. This is where the logo, typography, colour palette, and brand assets come to life, guided by the strategic insights already established. If the brand’s core values are about innovation and trust, the design should reflect that. If the brand voice is friendly and informal, the visual elements should feel inviting and approachable.
Branding is a Continuous Process
While strategy should ideally come first, branding isn’t a one-time event. It’s a continuous cycle of strategise, create, refine, and evolve. Sometimes, a logo or packaging concept can inspire a deeper brand story. Other times, a strategic shift might demand a visual refresh. The best brands stay adaptable, ensuring that their identity evolves alongside their market and audience.
" At the end of the day, brand success isn’t about what comes first—it’s about how well everything comes together."
— Arian Hashemi - Brand Husl
BRAND HUSL
We’re a collective of brand strategists, designers, and unapologetic truth-tellers who’ve spent over two decades turning chaos into clarity for businesses across the globe. From global names to fearless startups, we’ve built brands that stick, scale, and sell—without the fluff. Everything we create is rooted in strategy, storytelling, and ROI, because good branding isn’t just pretty—it’s powerful.