Domi Soul – personal branding

Personal branding is a particular kind of work, because it’s often hard to separate the brand from the life of the person behind it. The strategy work calls for a delicate touch: we need to steer the project towards something that can hold its own in the market, without dampening its creator’s passion and momentum along the way. To keep that work healthy, it helps to give the brand some boundaries and separate it from “everything that comes into my head”. It’s a common trap, rooted in the belief that “if I am the brand, then everything I do is the brand”. Branding doesn’t work like that. The sooner this becomes clear, the better for both the brand and its owner. With Domi Soul, we brought out a very personal sense of elegance and delicacy. We paid attention to the sensory details: colour, the texture of the paper, even the scent of the lining inside the little box. Everything is planned to keep costs from multiplying and avoid the need to hold large stocks, while still offering something distinctive and personal.