While I was cleaning up, I stumbled across this stamp we used to blast across everything at an agency I once worked for. It would go on the back of envelopes, front of pitch decks, proposals, basically everything.

The agency was Freeform. We lent into Mexican wrestling because the word 'free' naturally led us to the world of Lucha Libre. We did some cool stuff with a great bunch of people.

This tiny piece of branding changed the way I think about identity. Because internally it helped to unite us. We believed that we were powerful across everything we did. It formed part of who we were and helped crystallise in our minds what we were capable of.

This internal belief is what helps propel brands. ‘Trust the power within’ not only made our clients smile as they opened envelopes. It helped our morale, personal development and above all else a sense of pride. Every time I saw it, stamped it or presented it, I believed it.

The lesson for me was: brands don't just shape how customers see a business. They shape how the people inside the business see themselves.

A team that believes in what they're building generally performs better.

So if you’re creating a brand or rebranding one right now, instead of asking, "Does it resonate with customers?" ask, "What does the brand say about our identity?" How does it help to reinforce the beliefs and values of the people at its centre every day? Because ultimately they are the driving force of your brand, it’s got to resonate and move them to a good place.