I’ll never forget that Andreas Westendörpf from Emma Sleep shared this cartoon at the first MACH Alliance conference in 2022. The entire room of 400+ people nodded. It is about a tech setup in disrepair, with someone wondering why a simple fix was taking forever. The room full of tech and composable experts and enthusiasts got it instantly: it’s not about the window. And branding works the same way. The logo, the messaging, the website—these are the visible “windows” of your brand. They’re often blamed, but if the whole isn’t aligned, everyone—sales, marketing, customer service—is left scrambling. It’s exhausting. And costly.
Branding is About the Bigger Picture
Branding and rebranding goes beyond refreshing the obvious elements; it’s about aligning the core—positioning, narrative, story—to give everything strength. When these foundational pieces work together, the logo becomes more than a design—it’s a symbol with substance. Messaging flows naturally, the audience connects, and the brand moves forward, as if by its own momentum.
Think of it like this: a strong brand doesn’t need constant explaining. It has become a container, holding everything people need to know about what you do, why you do it, and why they should trust you. Once built, and when maintained it gains traction and credibility on its own.
Moving from Explanation to Trust
Instead of justifying who you are, you can focus on what matters—building trust, reinforcing strengths, and growing connections. That’s the beauty of a brand that functions well, with all elements aligned, the need to explain falls away. This shift from explanation to trust is when a brand delivers value.
Fitting the Window into the Bigger Picture
You won’t need to remind people of your value; they’ll see it and feel it. And that’s the real opportunity: when your logo, message, and tone all work in harmony, your brand isn’t just functional; it’s self-sustaining.
With a strong brand core, fixing the “windows”—the visible parts—becomes effortless. It’s like fitting a window into a well-built house, with a solid structure, and everything flows naturally. This is when a brand becomes something people notice, and they do so because it’s unmistakable.
