“I want people to fall in love with my business. The first step is having an amazing brand and visual identity!”. We hear this often, and it always makes our hearts light up. Back when we started our journey in design, in the early 2000s, words like “design” and “visual identity” were still unfamiliar to many. Seeing people today building businesses with a clear awareness of the importance of branding is a beautiful shift. But here’s the question: is having a great-looking brand enough to truly make people fall in love?
“Start where you are. Use what you have. Do what you can.”
Arthur Ashe
The first step is about foundations, before the logo, the color palette, or the typeface. Because a strong brand needs to walk on solid ground. Yes, good design makes a difference, especially in a competitive market. But a beautiful look alone won’t build a lasting connection. To truly captivate, a brand has to do more than be seen: it has to be felt. That’s what we’re going to talk about in this article. Join us for the first steps in building a Beloved Brand.
1 – Put a plan on paper
Before you think about the visual side, it’s essential to get clear on what your business is, what it offers, and who it’s for. Having a plan doesn’t mean creating a huge document full of complex words. Quite the opposite, what matters here is laying out the essential pieces of your business in a simple, thoughtful way. This includes reflecting on what you’re selling, what makes you different, who your ideal customers are, what your flagship product or service will be, who’s on your team, who your suppliers are, and even who your direct competitors might be. The goal is to really see your business in depth, to understand, in plain language: what’s your plan? Who is your business, where is it going, and how will it get there?
That’s exactly what Super Vegan did. The brand started small, crafting vegan chocolates with a clear, heartfelt vision: creamy, sweet, dairy-free treats, no bitterness, just joy. Their standout product? White chocolate, a rare gem in the vegan market. The brand became known as “the chocolate with the little fox”, and once the plan was solid and the production steady, it was the perfect moment to invest in the visual identity. We then created Super Vegan’s brand design and packaging, including a new, even more iconic version of their fox. The result won the hearts of customers and of the Brasil Design Award judges, earning a bronze medal in the Packaging category.
+ Also read – Brand Strategy: What It Is and Why Your Business Needs One
Super Vegan got organized and was ready for the next step: a Beloved Brand project. See the full project.
2 – Put your plan to the test
Maybe your business already has a plan on paper, but you’re still unsure if it’s the right path. If that’s how you’re feeling, take a deep breath, it’s more common than it seems. Our suggestion here is simple but powerful: test your plan in real life. Even without a finalized name or visual identity, it’s worth trying things out, even on a small scale. If you’re just getting started, try selling your products or offering your services the way your plan suggests. If your business is already running, this might be a good moment to make changes or adjustments based on your new perspective. The idea is to compare what’s on paper with real life and see if it all makes sense. At this stage, the brand visuals can wait. What matters most is your product, your service, and above all, listening closely to people. What do they say? What do they love, what confuses them? These answers are gold, they help prepare solid ground for what comes next.
The story of Bangalô Ilhabela is a beautiful example of this. It began with a couple’s dream back in 1994, when they fell in love with a stunning piece of land overlooking the sea. They started building cozy bungalows with care, even before having a structured brand. Over time, they realized that the privacy and quiet of the place were rare treasures, especially in a town like Ilhabela, which was growing more crowded and busy each year. By embracing this calm and spacious way of welcoming guests, everything made even more sense. That’s when they decided it was time to invest in their Beloved Brand: Bangalô Ilhabela. The perfect next step after testing and approving their plan in real life.
Bangalô Ilhabela received a Beloved Brand that captures everything that makes the place so special. See the full project.
3 – Refine your business plan
Your business might be just getting started or already have a solid path behind it, either way, there’s always room to refine the plan. That means taking a close look at what’s working and what could be improved. Questions like “What’s going well?”, “Is anything getting in the way?”, “Are we attracting the right audience?”, “Do our prices make sense?” can be incredibly helpful. The key here is gaining more and more clarity about the direction your business is heading. This refinement is essential before investing in the visuals, because a Beloved Brand is born from a plan that has been lived, tested, and matured with care.
Le Petit Chéri is a beautiful example of this. When they came to us, they were running a café with a wide variety of menu items. But there was a lingering question: what should the real focus be? Together, we dove into the sales numbers, looked at their daily routines, and discovered what truly stood out in their offer. The answer was in their handmade breads, which already had a loyal following. That insight changed everything: the business embraced its true nature, as an artisanal bakery. This focus brought confidence and paved the way for the next step: creating a Beloved Brand aligned with this new phase. The result? Growth, a move to a larger space, and a brand that now reflects everything Le Petit Chéri stands for.
+ Also Read – How Does a Visual Identity Come to Life? Our Step-by-Step Methodology
The final refinement was Le Petit Chéri embracing its identity as an artisanal bakery, something that guided the entire Beloved Brand project. Photo: Mariana Werner. See the full project.
Conclusion: how to start off on the right foot
Maybe your business has never put a plan down on paper. Or maybe you already have a path that’s been tested, refined, and approved. Perhaps this is your first venture, or you’ve been on the entrepreneurial road for years. Maybe your business hasn’t even launched yet, or maybe it’s been around for a long time. In any of these cases, one thing is clear: Before creating a Beloved Brand, there needs to be clarity about the business plan. Starting off on the right foot means stepping onto solid ground. It means building your brand on a strong foundation, one full of details that show who your business is, what it offers, and what makes it one of a kind.
That’s how the visual identity goes far beyond aesthetics: it reflects thoughtful ideas, genuine feelings, and a positioning that aligns with your company’s beliefs. A Beloved Brand is the result of a well-traveled path. When the plan, the practice, and the visuals are in harmony, the brand truly captivates. We’re here to walk that path with you, heart to heart.
+ Also read – Cents or Millions? How Much Should I Expect to Pay for a Brand Design?
And now, we’d love to hear from you: Is it clearer now what the first step toward a Beloved Brand looks like for your business? Have you ever invested in branding without having a solid plan? What was that like? Share your story with us in the comments. And if you know someone who’s unsure about where to begin, feel free to send them this article. Do you have a business plan and need a Beloved Brand? Let’s create it together! Request a proposal.