Branding Isn’t What It Used to Be: Here’s Why Personal Connections Are Your Secret Weapon

Bestie, let me tell you—branding is not what it used to be, and thank goodness for that! The world of business has shifted big time, and if you’re still thinking a logo and some colors are gonna carry your brand, we need to have a chat.

Today, branding is so much more than visuals—it’s about connection. Real, raw, human-to-human connection. Let’s dive into how things have changed and why showing up as you is going to make all the difference for your biz. And if you’re more of a listener? Stream our Podcast episode allll about this – on Spotify or Apple Podcasts.

Old-School Branding: All About the Look

Back in the day, branding was pretty straightforward: logos, color schemes, and maybe a catchy tagline if you were feeling fancy. Think McDonald’s golden arches or Coca-Cola’s iconic red and white. It was all about how recognizable you were visually.

And listen, that stuff still matters. I’m not saying ditch your logo, honey. But the truth is, that’s just one slice of the branding pie. The game has changed, and so has what people expect from businesses. People are no longer just buying a product; they’re buying into you.

P.S. if you’re ready to completely revolutionize your brand from top to bottom – check out our fan favorite branding course here!

The Game-Changer: How the Pandemic Flipped Branding on Its Head

Okay, real talk—the pandemic flipped the whole branding script. It wasn’t just that people were stuck at home on social media (hello, TikTok takeover!); it’s that they started craving more realness from brands. With all that extra time to scroll, people began to care about who was behind the business, not just what was for sale.

Let’s break down what changed:

1. Content Overload: Businesses were churning out content like crazy, but with that came the need to get personal. You can only post about your products so many times before you’ve got to talk about who you are and why you do what you do.
2. Intentional Spending: With money tighter, people became more thoughtful about where they were spending. They didn’t want to just support faceless corporations—they wanted to know their dollars were going to someone they genuinely felt connected to.
3. Transparency: Social media gave us all a backstage pass. Gen Z came in hot with TikToks exposing what it’s really like to work for certain companies, and suddenly, the human side of business was front and center. The curtain was pulled back, bestie!

Personal Branding is the New Power Move

Here’s the tea: if your brand doesn’t have a personal vibe, you’re gonna get left behind. Whether you’re a photographer, a coach, or building your own empire, people want to know YOU. It’s no longer enough to have a product or service; you’ve got to let people see who’s behind the magic.

Take Duolingo, for example. This language-learning app went from useful tool to full-blown cultural moment by letting their quirky personality shine on TikTok. People love them because they’ve made their brand human. The Duolingo bird doing TikTok challenges? Iconic. And it’s the perfect example of how showing up as real and relatable can completely transform your business.

The same goes for Dr. Miami, the plastic surgeon who has taken over TikTok with hilarious videos that have nothing to do with surgeries and everything to do with personality. He’s become the name in plastic surgery simply by being himself—and having a lot of fun while doing it!

P.S. if you’re ready to completely revolutionize your brand from top to bottom – check out our fan favorite branding course here!

Let’s Get Real: Authenticity is Your Brand’s Superpower

Babes, it’s time to get real. Showing up authentically in your business is the best strategy you can use. I’m not saying you have to jump on TikTok and do the latest dance challenge (unless you’re feeling it!), but you do need to ask yourself: How can I show up as me?

Whether it’s sharing your story, showing the behind-the-scenes, or just being open about what lights you up, your audience wants that connection. And the best part? When you show up as your true self, your people—the ones who really vibe with you—are going to stick around and support you.

Branding today is all about relationships. Your brand is the face of your business, but it’s also YOU. It’s personal, and that’s what makes it powerful.

Align Your Brand with YOU

Now, I want you to take a moment and reflect on this, honey: Does your brand feel aligned with where you are right now? If something doesn’t feel right—whether it’s the way you’re showing up or how you’re running your business—you’ve got the power to change it.

One of the best things about running your own business is the freedom to evolve. You’re not stuck! If something feels off, it’s a sign that it’s time to make adjustments. When you align your brand with who you really are, everything starts to feel easier and more fun.

So, let’s get intentional. What about your brand isn’t lighting you up anymore? Where can you show up more authentically? What parts of your business are begging for a refresh? Sit with these questions, because when you’re in alignment, your brand becomes unstoppable.

P.S. if you’re ready to completely revolutionize your brand from top to bottom – check out our fan favorite branding course here!

Moving Forward: Branding is About Connection

At the end of the day, branding isn’t just about how your business looks. It’s about how it feels. It’s about building relationships and creating a vibe that people want to be a part of. And when you can show up as your true, authentic self, that’s when the magic happens.

So, babes, let’s make this the year of authenticity. Show up real. Show up as YOU. And watch how your brand—and your business—thrives! xx