Branding That Resonates: How to Attract the Right People with Energetic Clarity
Align your essence, expression, and experience so your brand connects with the people it’s meant to serve
If the Prismatic Process is the structure of how we work together, the collaborative steps and touchpoints that move your brand from essence to expression, then the Resonance Lens is the philosophy that shapes what we create together.
It’s the design thinking, the intuitive lens, the energetic logic behind every color choice, font pairing, layout decision, and brand story I craft. It’s the frequency filter I use to ensure your brand isn’t just beautiful or strategic. It’s how I make sure it’s resonant.
Because what I’ve learned after years of working with creatives, visionaries, and conscious entrepreneurs is this: when a brand doesn’t resonate, nothing else lands.
Your work might be powerful. Your intentions might be clear. But if your brand doesn’t feel like you, if it doesn’t evoke trust, emotion, or recognition in the people you’re here to serve, they won’t connect.
That’s where resonance lives. And this is the framework I use to design from that place.
What Is the Resonance Lens?
The Resonance lens is a four-part design philosophy I developed as the root of all my design work. It’s how I ensure that the brands I build don’t just look good in a presentation, but work beautifully in the real world.
It weaves intuition and strategy. Design and embodiment. Energy and expression. And while it lives inside the Prismatic Process (often showing up most clearly in the design phases), it also exists as its own lens. It’s a way of evaluating every creative decision through the question:
Does this resonate with your essence and with the people you’re meant to serve?
Let’s walk through the four parts:
1. Essence
Every project I work on begins with a strategic foundation, an uncovering of your brand’s root essence. In my Prismatic Process, this lives in the Rooting phase, and that strategic phase is always present. We then use that strategy to answer the question, “Is the true core of the brand present and palpable in the designs we’re creating?”
Here, in the Resonance Lens, we ensure that all of that strategy, the values, voice, positioning, and energetic imprint we’ve clarified, is being translated into the brand’s visual and energetic identity.
I use design language (think: symbols, shapes, visual metaphors) to express the frequency we’ve named. This comes through most clearly in your logo and foundational design elements. And when I present those pieces, I walk you through exactly how each design decision reflects your voice, values, and vision.
It’s not random, it’s resonance.
Resonance Cue: Is the frequency of your work clearly felt?
2. Structure
Is everything functioning properly, with clarity and cohesion?
Structure is the sacred scaffolding. It’s what makes sure your brand isn’t just beautiful, it’s built to last. This is where we honor the foundations of good design so your visuals don’t just feel magical, but work everywhere they need to.
Whether we’re designing a logo, a website, or a full brand system, structure is what keeps things legible, usable, and powerful across time and platforms.
I think about:
Design principles like hierarchy, alignment, and balance
Color contrast and typography choices that enhance accessibility
How your logo scales from your Instagram profile to billboards to business cards
How fonts flow across digital and print layouts
Whether your website supports intuitive user journeys, mobile responsiveness, and conversion goals
Legal and ethical considerations like ADA compliance, privacy notices, and inclusivity
This is where we catch the design faux pas that quietly ruin user trust: the unreadable font, the broken mobile layout, the clunky navigation. Structure helps us avoid those pitfalls and ensures your brand functions with clarity and integrity across every touchpoint.
Resonance Cue: Are the foundations strong, usable, and truly supporting your brand’s expression?
3. Expression
This is the part of the process where we play. Where creative exploration meets artistic discipline. Where strategy gives way to style. The goal of expression is to answer the question, “Are the visuals, color, type, layout, vibe, translating your brand essence effectively?”
Expression is where I take everything we’ve uncovered about your business and begin to shape it into a brand that’s not only aligned, but unforgettable. This is where design becomes visual storytelling.
It’s also where your visuals begin to speak for you on a subconscious level. There’s a reason design is so powerful. Research shows that the brain can interpret the meaning of images in as little as 13 milliseconds (Potter, Wyble, Hagmann, & McCourt, MIT Department of Brain and Cognitive Sciences, 2014). Plus, visuals have a much more lasting impact on memory function in the brain than words. Different research shows that visual information is often processed more robustly and with greater recognition than verbal information, even under distraction, suggesting that strong visual design anchors perception and meaning more effectively than text alone (Deryalar, 2022). That means your brand has the chance to communicate trust, clarity, and emotional safety before a single word is read.
In a world saturated with manipulation, noise, and performance at every turn, expression done well becomes a signal: “This is safe. This is true. This is for you.”
We’re not just picking pretty colors or trendy fonts. We’re composing an atmosphere, one that holds your essence, speaks your truth, and reaches the hearts of the people who need what you offer. Every visual choice becomes a part of that emotional resonance: the softness of a serif, the grounding of a deep green, the openness of white space. These are design spells. Quiet cues that build trust, spark recognition, and help your people feel seen.
This is where beauty becomes strategy. Where joy becomes language. Where the visuals you carry into the world don’t just look good, they feel true.
Resonance Cue: Do the visuals align with and amplify your essence while standing strong on their own?
4. Experience
Does the brand feel intuitive, welcoming, and aligned across every interaction?
Experience is where your brand moves from concept to contact. It’s not just how it looks, it’s how it’s lived.
This is the part of the framework that most people overlook, but it’s often the most important. Because resonance doesn’t just come from pretty visuals (but trust me, it still matters.) True resonance comes from cohesion, clarity, and care in every moment someone engages with your brand.
Whether they find you through a beautifully designed flyer, a referral, or a spontaneous connection at an event…Whether they visit your website, schedule a session, browse your offerings, or read an email you wrote late at night—every interaction matters.
Experience asks:
Is your website easy to navigate and intuitive to move through?
Is your scheduling system seamless?
Does your photography align with the energy of your brand?
Do your emails reflect your voice and values?
Is the tone of your payment process kind, clear, and supportive?
Does your presence, online or in person, echo what your visuals suggest?
Every single one of these touchpoints shapes how your audience feels about working with you. If they’re clunky or misaligned, the resonance breaks. But when they’re intentional and grounded in your values, that’s where magic happens.
This part of the framework is about trust. It’s about honoring your audience’s time, energy, and emotional experience. It’s about making sure that your brand not only looks and sounds aligned, but feels aligned in action.
Resonance Cue: Does every touchpoint reflect the care, clarity, and values you bring to your work?
Why Resonance Matters
Your people are sensitive. They’re discerning. They’re not just reading your copy or clicking your links, they’re feeling your energy.
And in a world that often feels like the Upside Down these days—where misinformation spreads faster than truth, where institutions break trust, and where so many people feel disillusioned or unseen—your brand can be a counterspell.
It can be a space of honesty. Of follow-through. Of integrity. It can prove, through every experience and interaction, that you mean what you say. That you care. That you’re building something not to manipulate others, but to uplift them.
This is how we build trust in a time when it’s in short supply. This is how we reclaim agency in a world that tries to make us feel powerless. It’s how we subvert late stage capitalism and play the game by our own rules.
One resonant, values-aligned, conscious brand at a time.
Wrapping It All Together
When your brand is in resonance, it becomes magnetic. It doesn’t have to chase. It simply hums, and the right people feel it.The Resonance Lens ensures that hum is clear, grounded, and deeply you.
And when layered with the Prismatic Process your brand not only feels true, but functions in integrity at every level.
Want to dive deeper into the step-by-step process I guide clients through? Read about the Prismatic Process here →
Want to explore how resonance could reshape your brand? Let’s connect.
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Works Cited
Deryalar, B. (2022). Visual vs. verbal processing: Concurrent maintenance, distraction, and individual differences (Master’s thesis). Sabancı University. https://research.sabanciuniv.edu/45474/1/10398658.pdf
Potter, M. C., Wyble, B., Hagmann, C. E., & McCourt, E. S. (2014). Detecting meaning in RSVP at 13 ms per picture. eLife, 3, e06303. https://doi.org/10.7554/eLife.06303
