Let’s talk about something that can make or break your business in 2025: a personal brand. No, it’s not just about having a cute logo with your name or a catchy tagline (although let’s be honest, those things are fun). It’s really about how people perceive you — the vibes you give off, the stories you tell, and the trust you build along the way. If you’re a business owner, you might wonder, “Do I really need a personal brand? Isn’t my professional brand identity enough?” 🤔 The short answer? 👉🏼 Nope. The longer answer? 👉🏼 While your professional brand builds credibility, your personal brand builds connections. And in a world where people crave authenticity, those connections are everything. Because at the end of the day, people connect with people. I have been fortunate enough to work with some badass clients on personal brand identities (which I will share with you in a moment) and I would love to do even more! The digital world is getting a little bit louder every day, but the key to standing out isn’t shouting; it’s showing up authentically so you can attract your people. You do this by creating a relatable personal brand that speaks to your values and sparks meaningful connections. Some recent personal brand identity projects I love I want to share some of the personal brand identities I’ve worked on recently. I chose projects that showcase the distinct personalities of the women behind the brands to hopefully inspire you to start thinking about your own! Laura Khalil is the powerhouse behind the Elevate Mastermind (which I have the privilege to be part of) and the host of the Big Deal Energy Podcast. She’s a sales and marketing advisor who helps solo service providers land consistent $20k+ months without the hustle or grind. For Laura’s brand, I wanted to create something bold to reflect her dynamic and approachable personality. Her personal brand identity is a true reflection of her expertise, energy, and unwavering commitment to helping solopreneurs thrive! Carmen Smith is a mindset, productivity, and well-being coach who is all about infusing life with magic, joy, and a touch of enchantment. She provides personalized holistic coaching to help people unlock their potential and create a life that aligns with their deepest values. Working with Carmen on her personal brand identity was a beautiful experience. She makes you feel seen, heard, and loved. She sees the light in you and helps you see it in yourself. I chose design elements that really showcase the warmth and whimsy that make her so unique! Nicole Gallo is a brand strategist and copywriter who helps entrepreneurs and leaders connect with their audience through authentic marketing strategies and human-centric copy. She’s an introvert who is passionate about making marketing less painful for fellow introverts. As an introvert myself, I can attest to her talents in this area! For Nicole’s personal brand identity, I wanted to create something that felt both approachable and modern that communicates her expertise and connects with her ideal clients. Every element was designed to reflect Nicole’s ability to create marketing that resonates, builds trust, and delivers results—while positioning her as the expert she is. When my friend Robin told me about Susan Harbourt and all of the amazing things she does, I knew I just had to meet her! Not only does she make GORGEOUS handcrafted jewelry inspired by nature and her travels, she also hosts creative classes, workshops, and retreats — sometimes in the 150+ year-old lighthouse she is restoring with her family! ⚓️😍 As a brand designer, it was so fun to work on Susan’s rebrand. I got to create something that encompasses all the things she’s passionate about. Whenever I’m working on a project like this, I start choosing three words to describe the client’s vibe. For Susan, I chose the words explore, create, and curiosity. This helped give me direction as I started the brand identity! A professional brand identity represents what you do. A personal brand identity represents who you are. And when you align the two, you create some real magic. 💫 2025 is the year to build a personal brand that’s magnetic, memorable, and uniquely yours. I’d love to help you make it happen! Let’s craft a brand identity that helps you show up confidently and connect with your people.
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I had lunch with my younger self today. She looked nervous. I felt excited to get to know her more.
She was wearing leggings and a kimono.I was in a maxi dress and a vest. We both complimented each other on our outfits—turns out, our style hasn’t changed much. Same with food. We both ordered the Cajun chicken sandwich, blackened, of course. I could tell she was holding back tears. She told me she might lose her job of 10 years because of a merger—the only one she’d ever had since college. On top of that, she is in the middle of her green card process, the breadwinner of her family with a five-year-old, and a mortgage. She smirked politely when I told her things would work out, but I could see she didn’t fully believe me. She said she dreams of going out on her own but has no idea where to even start. I told her that once she decides to go for it, things will work out even better than she imagined. She told me about a moment with her dad—how he once worried about her career choice but later said, 'I’m proud of you for sticking with design. You proved me wrong, and I’m so happy to see you thriving.' It meant the world to her. I told her I was sure that moment would be her anchor to move forward with her dreams. She tried to pay the bill, even though every financial decision feels terrifying at the moment. I told her it was my treat and that feeling scared was normal. Being an adult is hard, but she would come out of this even stronger. If you could meet your younger self, what would you tell them? This storefront isn’t just any store—it’s my childhood home 🏡💕. Both my parents were educators, but I like to say, that I get my creativity from my mom and my side-hustle drive from her too. Alongside her career, she loved exploring hobbies like crafting and making chocolate candy 🍫—a passion that eventually grew into a small garage store. What started as a fun project in our garage blossomed into a thriving candy and chocolate supply business that eventually took over our entire home. Their hard work and dedication, combined with this side hustle, helped put three kids through international college—all at the same time! It even funded my design degree, laying the foundation for my creative career. This business will always be part of my story because it’s what brought me here: doing the work I love for people I admire. This logo is especially dear to my heart because it was one of the very first design projects I ever worked on.. I created it for free because 👉🏼 you don’t invoice your mom! And while I now teach my students in The Brand Design Academy not to work for free, I always remind them that exceptions apply when it’s for someone you love. This logo even went on to win a 2020 Graphic Design USA Award 🏆—a proud moment for both my mom and me. After COVID and the heartbreaking loss of my dad, the store had to close. It was a deeply emotional time, but it reminded me just how much this home, this business, and my parents’ entrepreneurial spirit shaped who I am today. I carry their lessons with me every single day—in how I approach my work, how I guide my students, and how I strive to build something meaningful in my own career. Their story is a reminder that creativity and resilience can overcome even the toughest challenges and that the foundation they gave me is one of my greatest gifts. Though the store is no longer open, its legacy lives on in everything I do—and I hope to honor it by inspiring others to create their own meaningful journeys too. ❤️ I'm getting ready to hit the road to go see my mom for the holidays and I'm not going to lie. I'm already a little stressed about the holiday drama…. and of course, the sadness of celebrating another Christmas without my dad. It's not going to be perfect, and that's okay. That's not what it's all about. There's so much good that comes with gathering with loved ones and that's what I'm trying to focus on most. 🥰 In general, I think perfection is overrated. Over on Instagram, I've been posting some of my work in a 12 Days of Brand Identity Challenge. I'm sharing the stories behind my designs and the sometimes imperfect process behind the scenes. People really seem to relate to the “progress not perfection” aspect of my story and I think that's because we ALL feel the pressure to get everything right every time! I've seen a lot of brands over the years—some polished, some still finding their way, and some that feel like they've been thrown together in a rush. And guess what? No judgment here. Every brand tells a story, and that story is not about perfection. It's about being you. ☺️ If there was a “perfect” method to brand a business, we would all just do that and life would be VERY boring. That's why my approach is simple: I listen, I guide, and I never judge where you're starting from. Because for me, what matters most is where you're going! When you're thinking about your brand, it helps to come at it from a place of intention. Here are some questions to ask yourself if you're feeling a little bit judge-y about your own brand: 💠 What's one word you want people to associate with your brand? 💠 If your brand were a person, what personality would it have? 💠 What's your “why” behind your work—and is it shining through? 💠 What do you want people to feel when they see your brand? 💠 What colors, fonts, or images make you light up—and are they in your brand? Whether you're starting fresh or refining your existing brand, remember—it's not about being perfect; it's about being you. And if you want to work with me to bring that to life, just hit “reply” and we can chat through ideas and timelines! I wish you the happiest of holidays! I hope they're filled with meaningful moments—whether they're loud and lively or quiet and cozy. And may you feel so loved! 🎄🎁💞 It's my birthday! 🥳🎂 Well, it's my birthday in the United States. But here in Australia, I've been 39 years old for about 24ish hours already! As my own “World’s Best Boss,” I get to enjoy some pretty amazing perks, but I don’t think I’ve ever mentioned taking a semi-spontaneous birthday trip to Australia. 🇦🇺🎉 Last year, I reflected on “38 Lessons in 38 Years” during my birthday month. This year, I’m focusing on something even closer to my heart—gratitude. There’s so much to be thankful for, and I want to share just a few things filling my heart right now:
💗 This business. I sometimes have to pinch myself that I get to design for a living. It’s been a long journey, and I don’t take a single moment of it for granted. 💗 My amazing clients. Your trust and collaboration mean the world to me, and you allow me to do the fulfilling work I love every day. 💗 YOU. Whether you’ve booked my services, attended a workshop, mentioned my name in a room of opportunities, or even just liked a post—you’ve been part of this journey, and your support means everything. 💗 My parents. They taught me that hard work pays off and always gave their best. My dad in heaven continues to guide me, while my mom here on earth is my unwavering cheerleader. 💗 This beautiful birthday experience. From cuddling koalas to feeding kangaroos and watching penguins waddle by, I’m soaking up every magical moment. None of this would be possible without the freedom my business has given me, and I’m so deeply grateful for it. But most of all, I’m grateful to share these moments with my son, Lennon. Showing him what’s possible when we believe in ourselves makes this experience even more special. How We Ended Up in Australia A little backstory... Lennon and I met Silvia and Kristen (aka the Traffic Ninjas) last year at a retreat in Mexico. When we found out they were from Australia, Lennon had two immediate questions: 🕷 “Are the spiders as terrifying as YouTube makes them seem?” ✈️ “Can we come visit you sometime?” Fast forward a few months (and a new award-winning brand identity for them later), and here we are! Tomorrow, we’ll be flying from Melbourne to Sydney to meet them, and they’ll be hosting us. 😊 Kristen and Silvia are incredible Shopify experts. I saw their magic firsthand in September at their first live event in Dallas. Their impact on Shopify business owners is inspiring, and I can't recommend their work enough. They're bringing another live experience to the US next year—definitely check it out HERE. Now it's your turn—tell me about your most spontaneous (or semi-spontaneous) birthday celebration you’ve ever had? I’d love to hear your story! Share it in the comments or reach out—I always enjoy hearing from you. 💗 Oh, and if you have any genius tips for keeping an 11-year-old occupied on a long return flight, please send them my way! 🙏🏼 |
AUTHOR
Karla Pámanes is an award-winning designer, branding expert, and mentor who helps businesses elevate their brands through strategic and impactful impactful visual design. Based in San Antonio, TX, she lives with her son, Lennon, and their two quirky cats, Teodoro and Paquito. ARCHIVES
February 2025
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