Creating a Branding

Creating a brand is more than a logo.

It’s a misconception that a brand is just a logo summing up your business to just shapes and colors. To be honest, in the beginning, my co-founder and I fell into this trap. After working with the wonderful Fabian at Finien,, we quickly learned that a lot of time, thought, and effort goes into creating a brand.

When creating a brand, it is important to know your target audience, what resonates with them, what you want them to feel or think, what is the mood, the attitude… What is your story??

When creating LumiBloom, we wanted a brand that was exciting, uplifting, and light-hearted. We wanted to attract strong, active, expressive women, and inspire the concept radiant beauty. Let’s analyze our name, “Lumi” and “Bloom”, which broken down is luminescent and beauty; the name is fun, lively, inspiring, and a name that resonates well across multiple demographics. Our logo is the “L” from Lumi and “B” from bloom configured to create a heart shape symbol. The last hidden message in our symbol is also a 3, which is the number of hair types we launched with, Aer Soft Wave, Terra Wave and Aqua Curl.

When you sit down to create a brand, think about your target demographic, where you want your brand to go, and where you want it to show up.

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Welcome to MacKenzie’s Journey!

At 13, I decided to be a track star and earn a scholarship to college ✅ At 21, I decided that I would compete for a spot on the US Olympic team and become an Elite Athlete ✅✅ At 25, I decided that I was ready to be my own boss ✅✅✅…

The drive, strength, and discipline learned in sport has set my foundation and has empowered me to believe in ME. Through my images, posts, and videos, I will share my experiences and tips in business as I build and grow my company, and will also share my interpretation of beauty,style, and my success and struggles on the track.

Through my journey, I have developed a passion for not only fashion and all things bling and glam, but an admiration to watch and help others succeed and reach their goals. I hope to provide my readers and followers with inspiration, motivation, the confidence to chase their dreams, and be the best version of themselves…. with that said, sit back–relax and join me on my journey!