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What 10+ Years Taught Me About Building a Spiritual Brand
I wasn’t looking for a guru. I just wanted to quit my day job.
At 23 years old and blissfully naive, I figured I’d start a business…
But somewhere between designing logos and replying to emails, I found myself in the soul-shattering ayahuasca trip known as ‘entrepreneurship.’
Here’s the biggest lesson I’ve learned in over a decade as a spiritual brand designer…
My Spiritual Branding Process: An Inside Look From Start to Finish
Spiritual branding—or as I prefer to call it, conscious branding—is a deeply personal process.
(Which is why I only work with four clients a year on my full service brand offering.)
Spiritual branding doesn’t mean that your brand will look like it was plucked straight off a “spiritual aesthetic” Pinterest search, with sacred geometry, phases of the moon, and a lotus flower. (No shade if that’s your thing.)
Spiritual branding is about tapping into your genuine expression.
God/Spirit/The Universe made you who you are for a reason. And that wasn’t to blend in with everyone else.
Revealing this expression requires an explorative process. (Way more than a short brand questionnaire can access.)
So the first half of my process is spent diving deep with you, to understand you and your business, inside and out, before I even open Adobe Illustrator to design your logo ;)
The 3 Types of Logos: Which One Is Best for Your Spiritual Brand?
Through the spiritual branding process, what began as a collection of colors, letters, and shapes becomes something so much more.
Infused with your energy and intentions, your logo becomes a talisman for your brand.
Talismans are powerful because of the meaning that’s given to them. Not because of how they look, but because of how someone feels from it.
As an example of this idea, think about a copper penny on the sidewalk…
People walk past it, not giving it a second glance. Until someone picks it up because they see it as “lucky.” That penny that meant nothing to others, becomes a symbol of luck to that person.
Like that lucky penny, it’s less about how your logo looks and more about how meaningful it is to you.
With that in mind, there are three different types of logos.
Each type of logo design offers different benefits. There’s no wrong choice—simply choose the one that best suits you and your brand.
Why Is Branding Expensive? (And Why You Shouldn’t Skimp On Your Brand)
Branding is often a step small business owners skim over… they hire a designer on Fiverr or a friend to design their logo + website and think they can cross “branding” off their to-do list.
I get it… it feels like there are six jillion things to juggle when you’re starting your business and branding feels like a luxurious, nonessential expense.
Even as a brand designer, I overlooked my own brand for years. And I kept burning out from trying to “keep up” in the entrepreneurial hustle. It wasn’t until I invested the time + energy into aligning my brand with my truth that I started seeing massive shifts and momentum in my business—AND felt nourished and fulfilled by the work I was doing. This is true for my clients as well.
Branding is your cheat code for a business that gives to you as much as you give to it.
To me, feeling supported in my purpose by my business is priceless. But in this post, we’ll look at exactly why branding is such a big investment… what goes into the process, why it matters, and what happens when you try to do it on the cheap.
What In The Woo Is Spiritual Branding? ✨
I first felt the intuitive nudge to bring spirituality into my branding design business in 2017.
At the time, I had NO idea what that meant or how it would unfold…
It took two years (and a spiritual awakening!) to become clear.
At a crossroads and seeking a deeper sense of purpose in life, I felt compelled to use my business as a force for good, not just personal gain.
I discovered that weaving spirituality into my business was the the only way I could remain authentic and fulfilled in the work I desired to do in the world.
I realized that for conscious creators, spirituality and business aren’t separate. In fact, running a business can be one of the greatest paths to our higher purpose.
Client Conversations: Branding Reflections with Jewels
I recently finished the brand strategy, logo, and brand identity design for Jewels Castellano, an intuitive life coach and business mentor.
Afterwards, she shared her experience of working with me on the transformative process of creating her brand… how things have shifted for her through this work, what she received (+ didn’t expect!), and her advice to other empathic entrepreneurs considering investing in their brand.
Celebrating 10 Years: A Look at How My Business Has Evolved Since 2012
While journaling this morning, I was overcome with immense gratitude for where I currently am in my business and how far I’ve come since starting Incandescent Creative over 10 years (!) ago.
I started this little design studio within one year of graduating college and it has been through several iterations since. I have designed, refined, and redesigned my logo and brand identity three times. I’ve worked with an array of businesses—coaches, spiritual teachers, photographers, event planners, non-profits, restaurants, and more.
I now feel very grounded in where my business is at in this moment in time. (While acknowledging that it will continue to evolve—change is the only constant.)
So, in celebration of this journey and the exploration that has led me to this point, here’s a look at how my brand has evolved through the years…
Two Simple Updates That Will Completely Transform Your Website (Before + After)
In my new audio course, Generic to Genuine, I talk about how to create a more authentic website. As I was recording the last episode about the importance of design, I realized it would be easier to show than tell…
So I decided to try an experiment.
I took a generic Squarespace theme and ONLY changed the fonts and colors. The layout and all of the content—text and photos, is exactly the same.
The difference is astounding.
The website was completely transformed by those simple design changes. Before, it was subdued and lifeless. After, it’s brimming with personality; it’s more vibrant, compelling, and inviting. (Keep reading to see the before and after!)