Bogusz Bąk personal branding

When Bogusz came to us, he already had a recognisable personal brand that he’d been building on TikTok for some time. The immediate reason for getting in touch about branding was his wish to move onto Instagram, which “likes things to look nice”. There was another reason, less immediate but, in my view, more important. He’d reached what we call the “point of chaos” in personal branding: that familiar moment when the person has become so entwined with their brand that they no longer know what it’s about or what they should be saying. It’s a particularly delicate moment, too. Our strategic work is a little like peeling the brand away, like a very old sticking plaster that has clung to the skin for years. We need that separation to look at it from the outside and ask a basic question: “What do I want this brand to be about?” The work involves mapping out all the areas the brand touches, then choosing the ones that matter most. That brings some resistance, because leaving topics behind feels like a loss. In time, though, it turns out that even within that chosen slice of the cake, there are still endless things to talk about. A clearer sense of direction frees up energy and ideas. So branding isn’t just about making graphics. It’s also about answering a fundamental question about the brand’s identity and purpose. On the design side, we came up with the line “Finansowy punkt widzenia” (“A financial point of view”) and created a logo symbol that became the basis for templates Bogusz can fill in himself in Canva.