Branding gets talked about like it’s performance. Image. Polish. Positioning. The version of you that behaves well in public. I’ve never been that interested in that version.
The kind of branding I care about starts somewhere quieter. Usually with someone trying to describe themselves and circling around the thing without quite landing on it. They know what they do. They don’t always know how to hold who they are. That’s the part I’m drawn to.
A good brand doesn’t change you. It doesn’t invent a new personality or bolt on confidence. It makes something visible that was already there. Sometimes the shift is almost physical. Someone sees their identity, their words, their work reflected back in a way that feels accurate… and you can feel their shoulders drop. Not “I look impressive.” More like, “Oh. That’s me.” There’s a relief in that. Less second-guessing. Less performing. Less trying to translate yourself all the time. Just standing in something that fits.
When I work on a personal brand, the visuals are only one layer. Underneath, there’s a lot of listening. Pulling threads. Noticing patterns. Gently challenging the stories people have picked up about who they “should” be. It’s less about adding things and more about clearing away what isn’t true. A personal brand, at its best, is self-image made visible. Not an invention. A recognition.
I’ve worked with people whose work is deeply tied to who they are — writers, musicians, therapists, designers, stylists. People where the line between “the work” and “the person” is thin. And over and over, the moment that changes everything isn’t when the design looks expensive or impressive. It’s when it feels familiar. When they stop trying to sound like the industry and start sounding like themselves.
That’s the shift. Not “look at me.” Just, “here I am.”
Branding, for me, isn’t about trends or polish or keeping up. It’s about coming back to yourself. Then expressing that in a way that feels intentional rather than accidental. It’s quiet work. But it changes how someone moves through the world.
A mirror, not a mask.
I’ve been shaping something around this for a while.
It’s called The Mirror Method™ — a self-guided book built from the same process I use with clients. Prompts, reflections, structure. A way to get closer to your own signal without the noise. It’s not about reinventing yourself. It’s about recognising what’s already there and giving it form.
It’s available now. You can explore it here.
Your brand doesn’t have to be a performance. Sometimes it’s just a clearer reflection.