I believe branding is less about what you build and more about who you become while building it.
Over the years, I’ve noticed something quietly powerful in the branding process especially when working with soulful founders. We often try to shape our brand from the outside in. We search for the right fonts, save colour palettes, scroll for visual inspiration, and try to fit ourselves into what’s trending or “on brand.”
But that’s rarely where the magic lives.
Your brand is an energy field and it begins within you.
It’s shaped by your essence, your values, and the way you naturally hold space. It’s not just a visual identity, it’s a felt experience. A reflection of your inner world, your life’s rhythm, and the version of you you’re becoming.
This morning, I was on a brand strategy call with a client. We were deep in conversation about how her partner fits into the business she’s building. She described his energy with such clarity and his steady focus, the structure he brings, and his long-term, grounded way of seeing the world.
I smiled and gently asked,
“What’s his star sign, out of curiosity?”
“Capricorn,” she replied.
Of course.
The Creator archetype.
The architect, the builder of things that last.
Capricorn energy isn’t about chasing attention, it’s about building something meaningful, sustainable, and rooted in integrity. His presence was already anchoring the brand. We were simply giving it a name, a language, and a shape, and then we explored her own energy, how she leads, how she connects and again, it aligned. Perfectly. As if the brand already knew them. As if it had quietly chosen them before they chose it.
This isn’t a one-off story. It’s something I see again and again. When we slow down enough to tune in, branding becomes less about “creating something” and more about remembering who we are.
Your star sign, your brand archetype, your unique energy, all of it informs the space you hold in your business. It’s your cosmic blueprint. A kind of soul signature. For me, I sit on the Virgo–Libra cusp. And both archetypes show up in the way I hold Studio Kynd.
𖦹 The Sage in me seeks clarity, reflection, structure, and truth.
𖦹 The Lover in me leans into beauty, emotion, connection, and intention.
One brings order.
The other brings art.
Together, they form my rhythm.
What About You?
If you’ve been trying to define your brand by what it should look like or how it should be perceived, maybe there’s a gentler question to ask:
What energy do I already hold?
What part of me wants to be seen?
Let your essence lead.
The rest will follow.
—
With love,
Niobe x
Founder of Studio Kynd
