Branding is more than "doodling" a logo
Think of brand as a combination of image and personality. It is made up of elements from past, present and future. It is a story of how an entity exists and why.
Heritage, experience, purpose and approach to business all play a vital role in branding. Symbolism, colors and fonts included in a logo can be the starting point of developing a brand, but just as important is establishing consistent content to reinforce the story or personality.
What is your story? What is your passion? What is your purpose?