When your work stops feeling like an authentic expression of who you are, the disconnect creates a particular kind of tension. It showed up for me in unexpected ways – in my reluctance to share my work, in my resistance to marketing, in the way my voice would waver when speaking about my business. Despite running a successful design business, something was missing—the essence that made it uniquely mine had become clouded by industry expectations and should-dos.
The Disconnect: When Your Brand No Longer Feels Like You
Truth be told, I never set out to build a traditional design agency. My vision was always deeper: to create a space where I could collaborate with purpose-driven founders and help them transform their businesses while honouring their authentic way of showing up. But somewhere between pandemic pivots and evolving client needs, I drifted from that vision. I was helping others shine their light while my own had dimmed to a careful, professional glow.
This isn't just my story. I’ve heard it time and again from brilliant service providers and personal brands—people who've built successful businesses yet feel disconnected from their work. They’re following all the right branding strategies, but something still feels misaligned.
The Hidden Gift: Why Misalignment is an Invitation
What I’ve come to understand is that this disconnect isn’t a failure—it’s an invitation. It’s our inner wisdom calling us back to our true purpose, asking us to pause and reflect. These moments of misalignment, uncomfortable as they are, often precede our most meaningful evolutions.
This realization led me to a deeper question: How can I create space for my true essence to emerge?
The Journey Back: Rediscovering Authentic Brand Strategy Alignment
This question became the catalyst for my own brand evolution—from Sabrina Varela Design to Essence Studio. But more than a name change, this shift represents a return to purpose, a recommitment to the work that lights me up:
Co-creating with purpose-driven founders who seek genuine connection
Designing with intention rather than chasing fleeting trends
Building sustainable systems that honour natural rhythms
Creating space for transformation to unfold organically
The Integration: Lessons in Branding with Soul
This journey has reshaped not just my brand, but also my entire approach to client work. The frameworks I’m developing are becoming bridges for others navigating similar transitions. Here’s what I’m learning about finding alignment in the space between strategy and soul:
1. Honour the Tension
The disconnect you feel isn’t a problem—it’s a signal. Pay attention to what energizes you versus what drains you. These patterns offer valuable clues about your brand’s true essence.
2. Question the "Shoulds"
Every industry has its rulebook. But what if your biggest differentiator is the thing that makes you stand out? Your quirks, unique approach, and natural working style aren’t obstacles—they’re assets.
3. Create Space for Emergence
True brand alignment isn’t something you force—it’s something you cultivate. This requires space for reflection, experimentation, and organic evolution. Sometimes, that means saying no to opportunities that don’t align, even if they seem lucrative.
The Invitation: Start Your Own Brand Alignment Journey
As I document my brand evolution through the Finding Essence Series, I invite you to explore your own path to alignment. Whether you’re feeling a subtle pull of misalignment or standing on the edge of a major transformation, know that your journey matters.
Here are a few questions to help you reflect:
Where in your brand or business do you feel most alive?
What aspects of your work feel like they belong to someone else’s story?
If you could realign one thing in your business to better reflect your essence, what would it be?
A New Chapter: Branding Beyond Aesthetics
This journey isn't just about rebranding—it's about reclaiming. Reclaiming your authentic voice, natural way of working, and deepest purpose. It's about creating a brand that doesn't just look good, but feels deeply aligned with who you are and the impact you want to create.
I believe the most powerful brands emerge in the space between strategy and soul—where practical wisdom meets personal truth. This is where reflection meets action, where patterns reveal purpose, and where intentions transform into clear steps forward.
Through our 'Finding Your Brand Essence' framework, I invite you to explore this space with intention, using the same three-step process that helped me reconnect with my purpose:
First, by creating space to reflect on where you truly are
Then, by aligning your insights into clear patterns
Finally, by focusing your energy on what matters most right now
Because every brand deserves the chance to evolve with intention.
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