Logos should not only be pretty, but carry meaning, especially for small businesses with heart.

This is why I sometimes refer to what I do as ‘soul-centered’ branding. Meaning can be interpreted and signaled in so many ways. Images, colors, and shapes make us feel a certain way, and we can use this to our advantage when designing an authentic, purposeful brand.

Even in a purpose-centered brand, a public mission statement isn’t just a lofty message about the impact you’re making in the world. It needs to be more targeted and strategic than that, taking into consideration all parties and the mindset of your customer at the start of the journey of hiring you.

What I want is to help other aspiring entrepreneurs have the self confidence, tools, and inspiration to reach for their dreams—toward that idea that nags at their heart, but which feels impossible, irresponsible, or even insane, given the way our society and economy is structured.