Branding is a series of choices, not just a logo

There’s a common misconception that branding is all about the logo, colors, or typography. While these elements are important, branding is first and foremost about decisions. Every choice, from the tone of voice to the way you answer emails, shapes how people perceive you.

At Sonder, we help startups and brands think beyond the visual identity. Branding is about defining your positioning, understanding your audience, and creating systems that make your identity feel consistent at every touchpoint.

For instance, when we worked with a lifestyle brand from Copenhagen, their original request was a logo redesign. But what they truly needed was a new decision-making framework: how to filter creative opportunities, partnerships, and even packaging choices through their core values.

The outcome wasn’t just a pretty logo, it was a sharper, more confident brand presence across the board. The logo became the surface, but the real win was a brand that finally knew how to say “yes” and when to say “no.”

Branding is decisions. Design only gives those decisions a face.