Without identity, we disappear.

Most brands do not fail all at once. They fade.

Language turns generic. Visuals blend. Choices get safe.

Without a clear identity, you are just pulling straws.

A logo is a mark.

Identity is the system behind it.

It lives in behavior, standards, and decisions people can feel. Design carries these choices into words, service, product, and process.

Identity has to live inside the culture.

In how you hire.

In the tools your team uses.

In the way support speaks.

In packaging.

In the roadmap.

Canada Goose shows the idea in practice. They stand for protection in real conditions. Stores have cold rooms for subzero testing. Jackets list temperature ranges. Staff fit by climate and activity. Repairs are part of the offer. Content comes from the field, not stock libraries. Pricing and distribution protect performance.

You feel the stance before you see a logo.

Keep creating expressions that stay rooted in one spine.

Cut work that no longer fits who you are now.

Protect the non-negotiables that guide hard calls.

Let every decision prove the stance.

Reflections to work through:

List the references shaping you more than they should.

Define one belief you will protect when money is on the table.

Replace one moodboard with a proofboard that shows copy, policy, and a live decision.

Ship a small artifact this week that proves the stance.

Need some proof your identity is showing up where it matters?

Let’s talk.

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.