How To Build A Brand: Understand Your Brand Vision and Why You Need One

Like a vision board—but for your business identity.

You’ve got the dream. The name. Maybe even the domain and a color palette saved in Canva. But if you're still unsure how to visually and verbally express the heart of your brand—let’s take a pause and zoom out.

Because building a brand isn’t just about choosing fonts or curating your Instagram grid.

It’s about casting a vision—one rooted in who you are and where you're going.

At Coach Curator, we like to think of this as a brand vision board—not the kind covered in magazine clippings and glitter glue (although we’re not mad at it), but a clear, strategic map of how your business will look, feel, sound, and show up in the world.

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Imagine your brand as a person...

First up, let’s give your brand a personality. If your brand walked into a party, who would it be? For example, think of Nike: it’s that super active, always-on-the-go, motivational friend who’s ready to run a marathon. On the other hand, think of MasterClass: it’s that classy, intellectual type who’s always got an insightful story to share. So have fun with it and picture what vibe your brand gives off.

Now Picture this.

You walk into a lively networking event. There’s a swirl of voices, confident conversations, business cards changing hands. Across the room, someone catches your eye—not because they’re the loudest, or the flashiest—but because something about their presence feels magnetic.

They’re dressed in a way that says "I know who I am." Their energy is calm but captivating. They don’t need to oversell, because they exude clarity. You’re drawn to them instantly.

That’s the power of a brand with a defined personality.

Now, imagine your brand showing up to that same event. If it were a person:

• What would it be wearing?

• What kind of first impression would it make?

• Would it tell stories, ask questions, crack jokes, drop wisdom, or command the room with quiet confidence?

This exercise isn’t fluff—it’s strategy in disguise.

Because when you can describe your brand like a person, you unlock a language for your tone, visuals, messaging, and energy. You stop chasing trends, and you start building something iconic.

Whether your brand is a bold disruptor, a nurturing guide, a playful creative, or a luxe powerhouse, knowing its personality gives you direction—and gives your audience something to fall in love with.

“Your brand is the single most important investment you can make in your business.” — Steve Forbes

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Define where your brand is headed

Now let’s talk future goals. Are you dreaming of staying a cozy hometown favorite, or are you picturing a polished, global brand that scales up big time? It’s all about knowing whether you want your brand to feel like that friendly neighborhood gem or that sleek, ready-for-the-world powerhouse. There’s no wrong answer—just think about where you want to see it in a few years.

Every brand has a personality—but powerful brands also have a point of view.

This is where you ask yourself: What’s the big picture? What is this all leading to?

Are you dreaming of becoming a household name? A go-to voice in your niche? A legacy brand that lives beyond the DMs and TikTok trends?

Here’s where you get to play big.

A clearly defined brand vision helps you make aligned decisions now—so your offers, your messaging, and your visuals can grow with you. You don’t need to have it all figured out, but you do need a direction.

Is your brand evolving into something global and polished? Or are you intentionally staying boutique and soulful? Both are valid—but the choices you make along the way will look different.

Think of your vision as your brand's compass.You’ll still pivot and explore, but you won’t get lost.

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Consider where your brand will show up

And here’s the practical side: think about where your brand is going to show up. Will it be on hats and T-shirts, like a fun lifestyle brand, or on stationery and billboards, like a law firm or a consultancy? Knowing this helps you keep your design versatile and impactful on whatever platform it appears.

So, here’s a deeper question to ask yourself that most people forget to ask until it’s too late:

Where will your brand actually live?

Not just online—but in real life.

Will it appear on apparel like hats and totes? On wellness products? Stationery? Speaking decks? Podcast covers? Retreat signage? Or all of the above?

Where your brand shows up affects how simple or intricate your design should be. What looks great on a website header might get muddy on a baseball cap. A logo with too many tiny details might flop when resized to a social media icon.

This is where intentional design meets real-world strategy.

Your brand identity should be versatile, scalable, and powerful across every space it enters. And your brand vision is what guides that adaptability.

Bonus Truth: You Don’t Have to Cram Your Whole Life Story Into One Logo

Look, we love symbolism and storytelling as much as the next creative entrepreneur.

But your brand isn’t your personal scrapbook.

It’s tempting to try to cram every meaningful moment into your logo—the initials of your kids, the flower from your wedding bouquet, your lucky number from high school. But here’s the thing: clarity is stronger than complexity.

It’s easy to want to toss in all those personal symbols, but remember that a little simplicity goes a long way. You want a logo that’s clean, memorable, and looks fantastic everywhere, so don’t overcomplicate it. Keep it focused, and your brand will shine and you'll always be ready for growth.

Instead of overstuffing one piece of your brand with meaning, let the whole experience tell your story:

• Your visuals communicate vibe and tone.

• Your voice tells your values and heart.

• Your offers express your mission in action.

• Your presence delivers the energy only you bring.

That’s what makes a brand unforgettable.

“A brand’s strength is built upon its determination to promote its own distinctive values and mission.” — Jean-Noel Kapferer

✨ Ready to bring your brand vision to life?

This is what we do best.

At Coach Curator, we don’t just hand you a logo—we help you own your voice, clarify your vision, and build a brand that reflects your legacy in person and online!

Whether you’re starting fresh or scaling something big, we’ve got offers for every level—from DIY bundles to full-service branding experiences.

👉 Download your BRAND VISION GUIDE TO GROWTH here and let’s make your brand as magnetic as you are!

This guide isn't just about all of the fluff, it's a serious guide to get you questioning how your brand is getting ready to show up in the world!

Click Here To Get The Guide!