Welcome! If you're a business owner DIY-ing your brand and design feels overwhelming, you're in the right place. I get it, and I'm here to help :)
Branding can feel like a big, overwhelming puzzle—especially when you’re running a business on your own. How do you create a brand that stands out, feels professional, and stays consistent without a full creative team behind you? That’s where this blog comes in.
Here, I’ll be sharing the tips, tools, and strategies I’ve learned throughout my career to help small business owners feel more confident in their brand’s visual presence. Whether it’s how to create branded social media graphics, choose the right fonts, or make sure your brand is telling a compelling story this space is all about making branding feel accessible, even if you’re doing it solo.
But first, let me introduce myself...
I’m Mariana—a brand designer, graphic designer, and art director based in Miami. My love for design started early, back in elementary school, when I spent hours making PowerPoint presentations just for fun and spending all my spare time editing on Picnic (remember?). Like many creatives, I was drawn to anything that had to do with aesthetics whether it was fashion, interior design, or even industrial design, which I briefly studied in college.
But graphic design always felt like home. It’s where I can combine my love for problem-solving, storytelling, and aesthetics into something that feels meaningful. Branding, in particular, captivated me, we are soulmates ;) Over the years, I’ve worked in agencies where I learned how to think strategically about design, blending it seamlessly with marketing to create cohesive brand experiences.
Why Branding is Important
Branding is so much more than just a logo or a color palette. It’s a blend of psychology, storytelling, and visual strategy. It’s about answering questions like:
Who is this brand?
What do they stand for?
Who are they trying to reach?
What problems are they fixing?
How do I feel when I interact with them?
The answers shape how a brand looks, feels, and speaks to its audience. They influence how a product, service, or idea is perceived—and whether it succeeds. My journey as a designer has taught me that the real magic happens when a brand feels like a person, one that feels like a friend, a community, or a lifestyle people want to be part of. Branding isn’t just about standing out; it’s about creating a connection.
Why This Blog Exists
I created this blog to share everything I’ve learned over the years, from my design education to my experience working in agencies. At the agency I worked for, I lived and breathed branding and marketing. Every design decision I made—whether it was for an email campaign or a social media post—had to align with a larger strategy. This experience taught me how to think holistically about brands and how all the moving pieces fit together.
Here, I’ll share practical tips for small business owners who want to improve their brand presence, even if they’re doing it all themselves ;)
My Approach to Branding
There are two core principles that guide my work:
Consistency:
Consistency builds recognition and trust. A strong brand is instantly recognizable through its visual cues—logos, color, typography, and imagery are the first things that come to mind. But there’s so much more that makes a brand recognizable. Think about the subtle details: the unique way a brand uses its fonts, how its photography maintains a consistent tone, or the specific elements like patterns, graphic accents, or iconography they use across platforms.
Consistency means showing up in a similar way, time and time again. It’s the way a brand sounds, looks, and feels—whether they’re posting a quote on social media or sharing a product update. When a brand consistently shares content with the same visual style, you no longer need to see their logo to recognize them. A quick glance at the colors, layout, or even the tone of voice, and you know who they are. That’s the power of showing up consistently, and it’s how you create an instantly recognizable and memorable brand.
Purpose:
A brand needs more than a pretty design. It has to tell a story and speak to the right audience. In the rush to stand out, many business owners and even designers make the mistake of prioritizing aesthetics over purpose. It's easy to get caught up in what’s trendy, edgy, or visually striking. Some let personal taste or fleeting design trends take the lead. But the truth is that none of that will matter if your branding doesn’t reflect the essence of your business.
Let me give you an example: I once saw a brand identity designed for a dentist that looked more like a sunglasses company. It was sleek, edgy, and undeniably cool—but you’d never guess it was for a dental practice. Sure, it might have captured the dentist’s personal style, but it completely missed the mark in communicating the core of the brand. This is a common pitfall that both founders and designers face, and it’s a lesson worth learning.
A brand isn’t just about looking different; it’s about making people feel something. It should clearly convey what the business does, what it stands for, and why it exists—all at a glance. That’s where purpose comes in. Every design choice, from colors to typography to logo style, should be rooted in a clear understanding of your brand’s mission and the message you want to send.
What to Expect
In future posts, I’ll cover topics like:
How to create social media graphics that make your brand look polished and professional
Tips on choosing and using colors to enhance your brand’s message
The importance of typography and how to establish a clear hierarchy
How to create brand guidelines that keep your visuals cohesive
I’ll also pull back the curtain on the strategies I use in my branding packages—helping you understand what goes into building a brand that’s both beautiful and effective.
A Final Thought
Whether you’re a business owner looking to elevate your brand or a designer wanting to sharpen your skills, this space is for you. I hope to make branding feel approachable and exciting, while giving you the tools to create something that feels authentic and aligned with your goals.
Welcome—I’m so glad you’re here!