A Brand is Empty, then Full
A new brand is an empty vessel.
The meaning doesn’t come from the name or the logo, but from what you fill it up with.
Your drive. Your reason for existing. Your core belief. Your brand experience.
“Just Do It” means more than the strict definition those words when Nike is attached. Red Bull doesn’t literally give you wings. Buying an Apple doesn’t magically make you Think Different.
When we bring a brand to the world, it’s rare indeed that people are okay with it having nothing inside. The wrapper matters, but so does the experience within.
Your brand may be hollow when it lives only as a final design file, but it better not be when you launch. Just make sure to leave room for what your fans want to fill it with too.