A Soulful Brand is Alive: the Mystical Experience of Change.

THE CAULDRON – Why I decided (or did I?) to offer branding again, and what a mystical brand experience actually is.

With THE CAULDRON I am sharing what I am brewing, creating, and weaving behind the scenes of my mystic business. Today’s transmission brings you my learnings on evolving brands, and how it’s a mystical dance to stay true to your business’ tone over the years.

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The radiator in my office is humming in the background, and a pale, late January sun is peaking through the clouds just enough to reflect off my screen, making me squint a little as I type. An urge to breathe in deeply and sigh a little louder than normal on the out-breath overcomes me like an ocean wave – or, to stay with my actual surroundings, a gust of wind sweeping through the branches of the pine tree in front of my window.

January was a wild ride, and at the same time it was a homecoming.

I started off the Mystic Living journey with a wonderful, deeply inspiring group of women whose magic, soulfulness and passion for mystic work blows my mind. And with this soul-mission project having finally come to life after many months of preparation on the inner and outer planes, I felt a new wave of inspiration roll in to feel once more into where I am headed this year in my business.

And what arose surprised me.

As you know, if you have been following me for a while, I have a background in graphic and brand design – the career path I walked before training as a transformational coach and energy worker. When I left the industry behind to start my own business, I was convinced that soulful branding was the way forward. Yet at the time this very term began to spread online, and within a very short time, the concept of soul branding was all over my feeds.

But: Most of it didn’t feel genuine to me. I stumbled over offer after offer that seemed to use these words like hollow shells, and the idea that felt so precious to me was losing its foundation in language as I watched the hype turn something deeply meaningful into a marketing gag.

And I stepped back. First only internally, then “officially” – taking down my branding offers, removing myself once more from what now felt like lost land.

Today I look back and I understand.

I was on to something then. I was feeling the importance of the mission, the value in it, but hadn’t quite gathered enough clarity and embodiment to stand my ground.

The first ever TWK logo from 2020

Yet over the past years, I have watched my own brand of The Weaver’s Kinship transform, transmute and alchemise over and over again, refining the clarity of who I am within my work. And I observed a magical journey, a dance, in fact. I moved to a new logo, then circled back to the very first one. Colours changed, gently and with nuance, growing more mature, yet never losing the essence of their inception. Typefaces were replaced, sometimes out of choice, sometimes for technical reasons, and they displayed different nuances of my and my business’ journey, while never losing touch with the first choices.

The 2021 iteration

I realised that a soulful brand is alive.

It is a mystical creation, an entity in its own right. It is much more than a set of rules that you apply to define your visual output – it is an ever-changing, ever-evolving reflection of the truth of you and your business. And it goes way beyond what the eye can see. A mystical brand is a coded experience. It is an emanation of your soul essence and mission, a co-creation of your soul, your business, and God (or the universe, or whichever description you choose). Rather than being a product of the mind, it is a channeled expression, woven of the intricate threads of your soul’s essence, your mission’s manifestation as a business in this world, and the unique flavour of aliveness that radiates from the wholeness of this lifetime of yours.

The 2023 version – dancing back to the roots

I wouldn’t be able to tell you when and how the decision was made to offer branding again. It was not a specific moment, nor was it an active, conscious decision process. It was a knowing that slowly, gently and quietly arose from within, as though a new set of mission codes that had landed a while ago had finally taken root, and while I had been busy elsewhere, started to bloom.

And like that, I am finding myself in a new round of gentle refinement of The Weaver’s Kinship – shaping and creating a new online home for it, letting colours shift like raindrops adjusting their path as they run down the window glass. It is a joyful, slow, soul-led creation – and it will house all things branding for mystics, inviting anyone whose work crosses the borders of the magical and the mundane, who is an alchemist, a visionary, a New Earth weaver, to step into a world where branding doesn’t mean soul-less manufacturing of an identity based on statistics alone, but a mystical experience in its own right.

How to work with Klara

Klara is a soul-led brand creator, vision doula and mystic living mentor.

✵ Join the MYSTIC LIVING collective, where you can find answers to life’s most intriguing transcendental questions, peek behind the curtain and uncover the mystical aspects of life that no one talks about, and rest in the gentle embrace of a community of like-minded souls who truly get you and share your dream of a future worth living for.

✵ INCREATUM is a brand immersion & visual identity creation adventure for mystic entrepreneurs, cosmic business owners and alchemists of all walks of life who are seeking to create a soul-infused brand, channelled from the very essence of your soul mission and truth.

✵ You can also shop mystical brand packs here, and if you already have a brand in place, you can get book an intensive to explore and refine how your current brand reflects the magic of your essence and mission.

Let’s do magic together!