How to Create a Brand That Feels Like You
When you think about your brand, does it light you up? Does it feel like an extension of who you are? Or does it feel more like a costume you’re wearing, one you can’t wait to shed at the end of the day? If you resonate with the latter, it’s time for a shift. Your brand should feel like home — a space where your authenticity and values shine through, effortlessly connecting you to the people you’re meant to serve. Let’s dive into how you can create a brand that feels like you.
Step 1: Get Clear on Your Core Values
Your brand is an extension of who you are, and it all starts with your values. Take a moment to reflect:
What drives you?
What principles guide your decisions, both in business and in life?
What’s non-negotiable for you?
When I first started my business, I didn’t have the first clue how I wanted it to be designed. Honestly, I was just trying to figure out how to get clients and keep the lights on. I didn’t know the purpose of my business beyond wanting to be a successful web designer. Everything felt temporary and experimental. As you can imagine, in those early years, I rebranded more times than I can count. Each version of my brand felt like a step forward, but none of them felt like home. What I was putting together didn’t 100% fit. Partly because I didn't know how to embody who I truly was as a business owner, creative and person, and also because I didn't have the time to sit and explore that question. (Capitalism forced me to work work work, you know?)
Over time, as I gained experience and confidence, I began to see things differently. I realized that my preferences, my personality, and my values are not just side notes; they are the foundation of my business. I am not separate from my brand. In fact, I am a key component of its success. This realization was a game-changer. It shifted my perspective completely and inspired me to approach my branding from a more intentional, aligned place. Instead of trying to create something generic or "marketable," I began focusing on what felt deeply authentic to me.
Step 2: Know Your Unique Essence
Think of your brand as a mirror of your personality, passions, and quirks. Ask yourself:
What makes me me?
How do I want people to feel when they interact with my brand?
What stories, experiences, or perspectives do I bring to the table?
Eventually, I reworked my brand strategy from a more personal-centric place. It wasn’t an easy decision to overhaul everything, but it was necessary. I hired an expert to help because I felt too close to the process, too immersed in my own ideas to see clearly. That decision turned out to be one of the best investments I’ve ever made. Working with someone who could guide me objectively gave me so much clarity and confidence.
Through this process, I uncovered some incredible truths about myself that I hadn’t fully embraced before. For example, I realized just how much I love color and how it plays such an integral role in my life and creativity. This was something that was present in my art practice, but not in my brand itself. Through self-reflection I was able to find a bridge between these two forms of creativity I regularly practiced, I also came to deeply appreciate my Guatemalan heritage and how being a Latina in the design space is both a unique strength and a story worth celebrating. It's not that I was hiding my identity before, but it became clear the longer I was in the space that I did not want to whitewash myself to be considered a "good" designer. These discoveries were transformative and helped me see my identity as a vital part of my business, not just a background detail.
One of the biggest revelations, though, was understanding how my approach to design is inherently spiritual. This goes back to the creation of my oracle deck (read more about The Desert Oracle Deck here), and how that truly informed my creative practice from that moment forward. For me, through that experience, I discovered that design isn’t just about aesthetics; it’s about intention, connection, and creating something that feels alive.
All of these insights came together to shape my new strategic direction, making my brand feel like a true reflection of who I am at my core. The result is a brand that not only aligns with my values but also connects more authentically with others. That alignment has made all the difference, both personally and professionally.
Step 3: Build Visuals That Align
Your visual identity—from your logo to your color palette—is often the first impression people have of your brand. It should immediately communicate who you are and what you stand for. Consider:
What colors feel like you? Are they soft and muted, bold and bright, or somewhere in between?
What typefaces resonate with your energy? Playful? Elegant? Modern?
Do your visuals tell the story you want to share?
When I redesigned my brand, I leaned heavily into the things that make me who I am. My love of vibrant colors, my cultural heritage, and my spirituality all played a role in creating visuals that feel deeply aligned. I wanted my brand’s color palette to reflect the joy and creative energy I aim to spark in others. Being drawn to rainbows, I decided on a vibrant, multi-colored palette because I love all colors equally and didn’t want to prioritize one over another. For me, beige felt uninspired and predictable, and it didn’t align with what I wanted my brand to represent. At the time of my rebrand, overly beige aesthetics were a significant trend in the design industry, and I knew I wanted to stand apart from that. I chose to do the opposite—create something bold, expressive, and full of life.
This palette isn’t just a reflection of my personality; it’s also an intentional choice to be inclusive. I wanted my colors to feel welcoming and not push anyone away. While the palette feels distinct and "otherworldly," echoing my Aquarian nature, I also made sure it didn’t overshadow my client work. My brand has a unique identity, but it’s not a template for the brands I design for others. I don’t work in one style—I’m intentionally non-denominational in my design approach so I can spotlight my clients’ unique essence.
I also incorporated design elements that feel spiritual and intentional, inspired by the connections I cultivate in my work. For example, I used space themes to showcase a connection to the divine in a distinctly Aquarian way, capturing a sense of wonder and expansiveness. Gradients became a tool to express energy and movement, adding a dynamic quality that feels alive and otherworldly. For example, circular shapes and organic patterns symbolize the cyclical nature of creativity and the intuitive process I bring to every project. I also opted for approachable and friendly fonts to reflect my unstuffy, kind, and accessible nature. These details aren’t just decorative—they tell a story about who I am and what matters to me as a designer.
This process of creating visuals wasn’t just about aesthetics; it was about aligning my outward presentation with my inner self on a profound level. This alignment sparked a personal and professional transformation that continues to shape my journey. By connecting my brand so deeply with who I am, I’ve been able to embody my brand in every aspect of my life. I literally look, feel, and dress like my brand all the time, and my brand, in turn, reflects who I am at all times.
This deep connection has allowed me to create a customer experience that aligns seamlessly both online and offline. People know exactly what to expect when they interact with me or my business. It feels cohesive, authentic, and easy to connect with. Putting it all out on the table—my personality, my values, my vision—helps draw people in and makes them want to be part of my creative journey. Clients often comment on how my visuals make them feel excited and inspired before they even reach out, and that sense of clarity and connection carries through every interaction. That’s the power of creating a visual identity that feels like home—it draws people in and makes them want to be part of the story.
Step 4: Develop Your Voice
Your brand’s voice is how you communicate—in emails, on social media, and in every interaction. It’s important that your words sound like you. To refine your voice:
Imagine how you’d speak to a friend. What words or phrases do you naturally use?
Decide on your tone. Are you warm and approachable? Witty and bold? Grounded and wise?
Stay consistent. This builds trust and familiarity with your audience.
My brand’s voice shifted significantly after my rebrand. Before, I felt constrained by the idea that I needed to sound "professional" at all times, which often muted my personality and limited how much of myself I could share. Now, I embrace a tone that is warm, approachable, and infused with a sense of magic and authenticity that resonates deeply with my audience. I felt comfortable ditching that old "professional" facade because I realized that being myself—open, honest, and deeply insightful—would actually be the most resonant approach.
I’ve always been someone who weaves unique thoughts, stories, and ideas into my communication, and that hasn’t changed. What has shifted is the confidence to show up as fully myself in every interaction. Sharing my personal insights and allowing my true voice to shine has created a deeper connection with my audience. By being transparent and real, I invite people into a space where they can feel understood, inspired, and excited to work with me.
Step 5: Infuse Strategy with Intuition
Your brand should feel effortless, but that doesn’t mean it’s accidental. It’s about balancing strategy with intuition. Use tools like mood boards, brand guidelines, and clear workflows to bring your vision to life. Then, trust your gut to guide the details. If something feels off, adjust. If something feels aligned, lean in.
For me, this process was as transformative as it was illuminating. With my new brand strategy in hand, I didn’t just redesign my brand—I completely redefined what it meant to me. This included a major decision to change my business name, a step that felt both daunting and empowering. (A story I’ve shared in another blog (read it here) if you’re curious! ) Through this shift, I learned that aligning with your core values and intuition doesn’t just impact your visuals or messaging—it rewires the way you approach your entire business.
The result? A brand that not only feels authentic but also attracts the kind of clients who truly resonate with my energy and approach. My brand became a beacon, naturally drawing in people who share my vision and values. They see my brand as an extension of my energy—and that energy creates trust and excitement before I’ve even spoken to them. This alignment has not only made my work more fulfilling but has also created a ripple effect, helping me build deeper, more meaningful connections with my clients.
Step 6: Embrace Evolution
A brand that feels like you will naturally evolve as you do. Don’t be afraid to make changes as your values, vision, or audience shift. Authenticity isn’t static; it’s a living, breathing process. Since my rebrand, I’ve continuously added and expanded on my brand in ways that feel increasingly juicy and aligned. Each addition reflects my personal growth, making my brand a dynamic entity that evolves with me rather than remaining static.
Building a brand that can grow and expand with you opens up endless opportunities for connection and innovation. For me, it’s meant that every new piece—whether it’s visual, strategic, or experiential—feels like a natural extension of who I am becoming. This deep alignment allows me to embody my brand more fully and confidently, and the result is a customer experience that feels cohesive, inspiring, and utterly authentic. Embracing this evolution invites others into your journey, creating a brand that resonates on a profound level.
The Bottom Line
Your brand isn’t just about aesthetics or strategy; it’s about creating a space where you feel seen, empowered, and excited to show up. When your brand feels like you, it resonates with your audience on a deeper level, creating connections that are both meaningful and magnetic.
So, take a deep breath. Tap into your intuition. Trust that you already have everything you need to create a brand that feels like home.
Ready to dive deeper into this process? Let’s chat! Whether you’re ready to refine your visuals, clarify your voice, or realign your strategy, I’m here to help you build a brand that feels like you.
