Most businesses fail because they lack a ‘sign’ that says why they matter.

Most people just up and start a business.

That’s the right way to start.

That’s how almost everyone starts.

But when it doesn’t work, they start to question if their idea was good enough and wonder where they went wrong until they feel like giving up.

I want to tell you; your idea is good enough. It might need refining, but it’s good enough. So, you just gained an insight.

But sometimes, you just know you’re missing something, and that thing is the key component in getting people to care—the key thing that converts strangers(your audience) into clients.

And that thing is…

First, let me clarify something;

Not all advice on the internet applies to your exact situation. So while doubling down on building an email list is what your influencers tell you, it doesn’t mean it is the right thing for you to do right now.

But, this is one of those things that everyone realizes at some point and this is that time for you.

With that said, let’s get into it.

The Anatomy of a Sign

You need a sign. This is the foundation of all brand building; it’s where the journey begins.

According to Google, a sign is an object, quality, or event that indicates the presence of something else.

In branding, when you build a brand, you create a sign — a clear message that points to who you are and what you offer.

The idea is more than just a definition; it’s the core of brand-building.

Your sign is a reminder of your purpose and values.

When you show a compelling sign, people become more attentive; they are drawn into your story and message.

The great thing about signs is, people read them, even when they don’t want to. That’s how signs work. You get people’s attention and you channel all that attention towards the brand.

You’re not building a sign so people love you, you’re building it so that you can inform them of how you can help them, hence the sign.

A brand’s sign needs a clear “why” that answers why people should care. Purpose-driven brands have an authentic, powerful “sign” because it aligns with the values their audience already feels.

When your audience sees your sign, it ignites curiosity and interest. Turns casual observers, some casual observers, into passionate followers.

How signs work in brand building.

A sign is influenced by many things. A sign is not a logo or a fancy tagline; it’s a representation influenced by everything from your core values down to the visual elements that define your brand.

They are all necessary to create this sign that will pull your audience toward you.

Take Tesla for example.

Tesla’s vision and mission statement are:

• Mission: “To accelerate the world’s transition to sustainable energy”
• Vision: “To become the most compelling car company of the 21st century by driving the electric vehicle transition”

You see, this is not just corporate jargon; it’s the lifeblood of the brand.

Their vision is futuristic and the mission is simple and clear. You see this futurism and minimalism in their design style. This is the sign they’re showing you.

When you think of Tesla, if you actually know the brand, you’re not just thinking about cars; you’re thinking cleaner, greener future. I’m not into that (doesn’t mean I don’t care) but it’s a worthy example.

They are selling more than electric vehicles; they are offering a sense of purpose, a chance to contribute to the sustainable world we all want.

From social media to product launches, they reinforce this sign. It’s not just “that one ad.” It’s not a one-time thing.

The sign is ever-present — wherever the brand is — guiding perceptions and creating experiences.

How to make a sign.

The shortest way, get a brand identity.

The long way, try creating it yourself. This is good. It gives you that hands-on experience but sooner than you realize, you’ll need to be sure about the direction you’re heading. That’s why I AM DOWN to be that person. I design brand identities.

Anyway, let’s get into it:

Find out why

What lights the fire under your brand? Is it just profit, or is there a deeper change you want to see? This is the brand’s heart — its reason for existing.

The question that usually gets people to open up is: What positive change do you want to make in the world with your product or service?

And after that, ask why. Why that answer? Why not another one? Go as deep as you can.

Create Your Vision

Your vision is your GPS.

It recalibrates when you veer off course, recalculating the best route to get you back on track, always pointing you toward your ultimate destination, even if you take a few wrong turns along the way.

Question: What lasting impact do you want your brand to have on the world?

Create Voice and Tone

The tone is like that secret handshake that lets your customers know it’s you, no matter where they find you. Is it bold, friendly, or authoritative?

Visual Identity

This is the visual representation of the brand. That signature color and style your audience spots a mile away — a look that is not just seen, but also felt.

Consistency

Consistency, consistency, consistency.

You heard it before. You’re about to hear it again. It’s that important.

Each message, each post, every ad should say, ‘Yes, this is us.’ Trust is not built by saying it once but by showing it over and over again.

Evolve meaningfully

Adapt to change, but don’t abandon what you stand for. Growth means evolving but staying rooted in purpose.

You’ll see a lot of people struggling soon because they just completely switched the purpose as AI entered the scene. It might be for the better but the majority is just shiny-object syndrome at its best.

Building a brand with a lasting ‘sign’ takes insight and intention, but you don’t have to do it alone. Join my newsletter, get actionable idea, stories, and insider secrets every week. It’s designed to keep your brand evolving.