You would not prescribe a cancer patient to use a band-aid as appropriate treatment.
Likewise, it'd be stupid to prescribe a logo to fix a broken brand.
You have to be willing to undergo massive overhaul to make massive change. Dive deep into the fundamental flaws of your startup. Things like being aimless, having no defined culture, no spirit, a lack of confidence or purpose. Once those are fixed, everything else becomes easier.
Don't think a band-aid will cure cancer.
The most common answer a startup will give to "what is a brand," is something along the lines of "logo," or a "visual representation of your company." While the visuals are a key part in making a brand, they do not describe its entirety. Marty Neumeier, author of the Brand Gap describes it this way:
The brand is a gut feeling. It's an emotion felt by someone after interacting with an entity, usually a business.
What is a brand? A gut-feeling, don't let anyone else tell you otherwise.
Selfish ambitions don't really get you anywhere. They cause you to think narrowly about what's good for you and gives you a good pay out (one person), as opposed to thinking about what could give a good payout to others (multiple people). Not only that, but it makes for lame brands, since it's hard to make other feel something if you have not rooted your company in empathy.
There are blatant examples of this when startup founders go into a venture with the purpose of making a bunch of money so they don't have to work anymore. No one is going to hand their money to you so that YOU don't have to work anymore. It seems silly to reiterate that, but sometimes we all need a reminder. It's rare to find a company with a purpose like this that does anything innovative or builds something others find irreplaceable. However, it's not always as easy to spot such self-centered ambition.
Where selfish ambition gets tricky is when it's veiled in altruism. Here are some example: "I see all these big companies that are selfish with their money and do a bad job handling it, I think I could do a better job."
At first glance, it doesn't seem like that big a deal. There are indeed hundreds of big companies that get caught in scams and aren't very generous with their money. But take a look at the example again but with this question in mind: who is the beneficiary?
There's only two subjects in it, large companies and the founder of this startup, so it must be one of them. Sparing you the trouble, if either of these subjects are the beneficiary, then this purpose sucks. Despite the acknowledged problem of large companies' ill-spending, the solution of trusting one person (albeit, a stranger) to do a better job with it is not much better. It's certainly not something that you could rally a team behind, convince investors to buy-in to, and certainly not customers.
Why? Because it's all about the founder. No one is going to buy into that.
It's not all lost though, with a small tweak this could be improved. Let's try this: "I see all these big companies that are selfish with their money and do a bad job handling it, so I'm going to create a company where every employee gets to dedicate a portion of our profit to a charity of their choice."
Now who's the beneficiary? The employees and the charities they choose to support. Shoot, even the founder becomes a beneficiary because they now have recognition for giving others an opportunity to do good. Despite a purpose dedicated to the service of others, the company still grows because other people have bought in and get something in return.
Point being, if you want to grow your startup, make your purpose about other people, not you.