It wasn't intentional. And she wasn't upset.

I was on a Zoom, delivering a creative presentation, and noticed she'd gone quiet. Then I looked at the screen. Her head in her hands.

Creative presentations can be challenging. I spend time on them, from an initial sketch on a blank sheet of paper with no ideas, to the full design and element refinement. It's quite a journey.

I trust the process, but am never sure how it's going to land.
Silence is not that unusual.
She looked at me.

"I'm just feeling really emotional seeing this. I've got to get a Kleenex."

And that's it. Emotional connection.

It was the first time she'd seen all the work come together, weeks of conversations about her vision, her ambition for a business that is her lifetime calling. Naming, process, messaging, and identity creation. Even a logo.

Now summed up with a few words, some colours, and a few lines.

It's what brands are all about.

If you as a business owner cannot get emotional about your brand, how can you expect your audience to?

That moment of recognition, when a brand finally feels like you, is exactly what's missing from so many personal brands. They have the signature style logotype. The hero shot. A brand built around an aesthetic rather than a story.

I recently worked with an independent IP firm.At the start of the project I asked the usual questions.

"How do you feel about your brand? What do you like? What don't you like?"

Her response: "I never really liked it. It's just what the designer told me I should have."

Six weeks later, with the guidelines delivered, I asked her how she felt about the new brand.

"It feels like a brand that's been considered. You know what I mean? Well, it feels like me, actually. It just feels like me."

And again, that's the point.

You don't need a personal brand. You need a brand that feels like you, tells your story, and creates an emotional connection with your audience.

How does your brand make you feel?

Enjoy your Quick PINT.



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