As someone who struggled with creating our own brand, there is something that I always used to believe.
And that is your brand be something that you really like to look at.
BUT OH HOW WRONG I WAS!!
You see, the idea that you should build a brand you like to look at could not have been further from the truth.
Because the truth?
Is you also have to consider your brand vision, values, and target audience when creating your brand.
And when I started rebranding last year, so much changed for me. From a trendy, retro brand vibe to understanding who my target audience was and building a brand that felt like us but also could resonate with my audience.
Does Your Branding Speak To Your Ideal Client?
Here is our old branding (which I loved). We leaned into the “nostalgia” vibes and retro trends. It is a nice brand look but after a few months, I realized, this doesn’t even feel like us. I had not considered our brand mission, values, personality or target audience. So, last year, I revisited our brand.

When sitting down to create our brand, I addressed our vision, values, personality, and audience, FIRST. After that, I then started to address the visuals. I wanted them to align with who we are as a business and still relate to our new target audience.
Our previous target audience was brides and families. Now we only work with business owners. While many business owners would still like the old retro brand, I wanted to convey a level of professionalism and organization that I wasn’t feeling with the retro look.
I also wanted to create a brand look that I could EASILY fit into. For example, I do not wear red, orange, yellow or blue… nor do I have it in my office or house. So, to stay “on brand” I was going to have to try really hard.
Choosing the Right Brand Visuals
After considering my target audience and going for a more professional look, I decided on the colors black and white. I also basically wear black everyday, so stay “on brand” was going to be easy.
There are a lot of brands that go with black and white, so I wanted to infuse our personality into it as well. We usually lean toward a very natural, boho style. And we love plants, so that could be a fun little aspect to work in to represent ourselves a little bit.
I do believe that your brand should be a reflection of you to some extent because it will be very easy to stay on brand! Here is our new look:

Love your Brand in 2025
So this is your love note today to take away from my story. And that is that building a brand isn’t just about choosing visuals you like to look at—it’s about creating a brand that reflects your vision, aligns with your values, connects with your audience, and feels authentically you.
Is this something you have experienced or are struggling with? Leave us a comment below about how you feel about your brand!
If you are not sure who your target audience is, download our free guide to developing your Ideal Customer Profile! It is the first step in developing your marketing strategies!
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