Feeling seen in your branding

Have you ever been clothes shopping, found something you love, and then it hugs all the wrong places?

Or found something that fits well, but isn't really a style that lights you up, or the color washes you out?

What about when you land on something that both fits in the best possible way and brings you delight, feeling like the inside is reflected on the outside?

Although I fully acknowledge that the clothing and shopping industry is fraught with layers of privilege and systemic dysfunction, I believe that clothing can be a joyful tool for authentic self-expression. And that clothing helps communicate who we are to others, what we think and feel about ourselves, and what we value.

I was reminded of this while shopping with my bestie this past weekend. After a lifetime of not feeling good, or true, in her clothes, she decided to be brave and try for a new experience. I was intuitively guided to a store that ended up having a wide variety of fits, patterns, colors, and inclusivity. When she first put on an outfit that not only truly fit her body but also her gender expression and personality, the tears and smiles that erupted on both our faces could have been felt for miles! She grew two inches and practically levitated home.

She felt seen. And true.

Reflecting upon the experience, I was struck by the similarities with branding:

a business's visual branding is like its clothing.

From its name and tagline to its logo, colors, and website layout, these assets are how it communicates who it is to the world, what it values, who it's for, and what it feels like to engage with it.

It might check the boxes of sufficiency: grabbing a logo and colors like throwing on a t-shirt and shorts, or it might be dressed for the part it wants: a fancy script typeface in gold like donning a business suit and heels. But if the authentic expression of the business, and for small or solopreneur businesses, the business owner, isn't encompassed by the tone and visuals, something will likely feel off and not wholly representational.

It won't be fully seen. And as a result, likely not fully shared, thereby limiting the efficacy of the brand in the first place.

In this day of fast fashion and AI, it's easier than ever to put a look or brand together.

But the question I always come back to is: is it true to you?

Does it help you stand taller, smile, and feel seen, from the inside out?

May your soul, and that of your business, be authentically expressed!