Brand Makeovers: Natalie Neal Hassett Of Naturally By Design On The 5 Things You Should Do To Upgrade and Re-Energize Your Brand and Image
Everything has a unique energetic essence that people can feel when they interact with it, including brands. By employing tools like Human Design, astrology, and Gene Keys, you can reveal this essence, understanding the brand’s distinctive energetic blueprint. Aligning this blueprint with your brand’s mission and values is key. This strategy elevates your brand beyond mere surface appeal, fostering a deep connection with its core identity and purpose.
As a part of our series about “Brand Makeovers” we had the pleasure to interview Natalie Neal Hassett .
“Natalie Neal Hassett is the creative force behind the soulful marketing and branding studio, Naturally by Design. Her unique approach, shaped by her identity as a 6/2 Splenic Projector with her Personality Sun in the 1st Gate of Creative Self Expression, masterfully integrates Human Design and the Gene Keys to reveal the true essence of a brand. The Naturally by Design method translates clients’ energetic essence into their fullest embodied expression through sensory branding, strategic marketing, and soulful messaging. Natalie’s blend of expertise, coupled with her warmth as ‘the creative in your corner,’ ensures that each brand she crafts is not only visually stunning but also deeply resonates.”
Thank you so much for doing this with us! Before we dig in, our readers would love to “get to know you” a bit more. Can you tell us a story about what brought you to this specific career path?
“Growing up with a father who was an artist and entrepreneur, printing t-shirts in our basement, I loved how he crafted his own life path, inspiring me to explore my creativity by teaching myself design on his Adobe programs.
In college, fascinated by what makes art impactful and why beautiful things were so deeply moving, I created my own major called Contemporary Aesthetics in Media and Arts alongside an English major and Media Studies concentration.
After college, I lived in Tanzania, teaching English, dance and theater, and landed a prestigious advertising internship, standing out among 400 applicants with just 13 tweets, a feat that was featured in the New York Times.
Although the internship was fascinating, I decided a Mad-Men-esque career wasn’t for me so I became an intern at a travel company, where I progressively ascended to become the VP of Marketing. In this leadership role, the company experienced an exponential 11x growth in annual sales, earning a spot on Travel Weekly’s Top 10 Power List.
The onset of COVID brought a shift in perspective about how much of my life and energy was invested in my job, despite loving my team and the experience.
The moment I found out I was pregnant after deciding to start a family, I had a lightning-bolt moment of clarity: we needed family support to raise a child, and it was time to heed the calling on my heart to build a branding business dedicated to helping women in wellness be seen for their brilliance.
During the pandemic, I immersed myself in Human Design and the Gene Keys, exploring these modalities to understand how we’re uniquely designed to shine our light and live in alignment, fostering a sense of vitality and well-being.
Integrating these tools into my branding work, particularly in the brand discovery phase, I’ve witnessed women in wellness transform, radiating presence and power with visuals that authentically reflected their unique vibe.
This journey has been about more than branding; it’s been a transformative process of helping others remember their radiance and express their unique brilliance to brighten the world around them.”
Can you share a story about the funniest marketing or branding mistake you made when you were first starting? Can you tell us what lesson you learned from that?
“In my early days, I dabbled in freelance branding in New York City while working full-time to earn extra cash and gain more experience, mainly working with new entrepreneurs and using traditional branding methods to create visually appealing brands. However, I noticed a recurring issue: many clients wanted to focus on tailoring their branding to appeal to their desired audience rather than expressing their true selves. This often led to them abandoning the branding within a year as they shifted focus to new audience segments, requiring different branding.
This experience was a real eye-opener for me. It highlighted two key insights: First, entrepreneurs in the initial stages of their business journey should perhaps hold off on major branding investments until they’ve identified their business’s sweet spot. Second, and more importantly, it underscored the need for a brand discovery process that explores the founder’s core essence, rather than creating a facade based on perceived audience expectations or competitive trends.
Years later, when I launched my branding studio, Naturally by Design, I created a method that emphasizes diving deep into a client’s energetic essence before translating it into embodied expression. This approach, informed by neuroscience and integrating Human Design, Gene Keys, and sensory branding, focuses on crafting a brand vibe that resonates on an emotional level. It’s about creating a brand that not only looks good but feels authentic and connects deeply with the right audience. This shift from traditional, surface-level branding to a more intuitive, essence-based approach has been transformative.”
Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Is there a takeaway or lesson that others can learn from that?
“Discovering Human Design and the Gene Keys was a game-changer for me. Realizing I was a 6/2 Splenic Projector in Human Design, literally designed to teach and role model creative self-expression (with my Sun in Gate 1, the Gate of Self Expression, known as the role of the Creative), gave me so much more conviction of my soul’s path. In the Gene Keys, my Life’s Work and Brand spheres are the 1st Gene Key, that moves from the shadow of Entropy to reveal the gift of Freshness with the ultimate expression being Beauty. Going even deeper, I learned I was a blend of water and fire energies, particularly the depths of Scorpio and the light of Leo, and found a way to reflect these elements in my own brand colors using teal and gold in a way that felt fresh and creative, which became the foundation of my approach to branding. When I started showing up in a way that reflected my own design and brilliance, something remarkable happened — I became recognized for who I was and how I see the world around me versus just what I do. As a Projector, this visibility is crucial for our success, and it has empowered me to guide others to expressing their true selves.”
Are you working on any exciting new projects now? How do you think that will help people?
“Yes, I’m currently engaged in some truly exciting projects! Alongside my work with amazing clients in the wellness sector, I’m developing a couple of innovative initiatives. One of these is a ‘DIY’ version of the Naturally by Design method. This project is particularly close to my heart as it aims to empower new business owners. It’s designed to help them think about their branding from an inside-out perspective, ensuring it reflects their true selves. We’re incorporating AI tools to assist with the initial design process, making it more accessible and intuitive.
Another groundbreaking project I’m working on involves collaborating with a developer to create reports based on an individual’s unique design, using Human Design, Gene Keys, and Astrology. This tool will offer insights into how they can approach marketing and branding in a way that aligns with their intrinsic design. It’s a first in the branding industry, as far as I know. With the growing desire for people to operate in alignment with their true selves, this tool will be invaluable. It ensures that their external expression matches their inner essence, without the need to work directly with a designer or delve deeply into Human Design, Gene Keys, and astrology themselves.
I believe these projects will not only revolutionize the way individuals approach branding but also provide them with the tools to express themselves authentically in their businesses. It’s all about aligning one’s external brand presence with their internal truth, and I’m thrilled to be at the forefront of this movement.”
What advice would you give to other marketers to thrive and avoid burnout?
“In the dynamic world of owning your own business, balancing thriving with avoiding burnout can be a delicate act, especially as a marketer and a mother. Here are some insights based on my experience:
- Embrace Continuous Learning Through Curiosity: Always follow the thread of your curiosity, even if it seems unrelated to your professional work. This approach keeps your mind open and playful, leading to innovative ideas and solutions. My journey into Human Design and Gene Keys, which started as a personal interest, beautifully evolved into an integral part of my branding work.
- Cultivate a Supportive Network: As a mom of a toddler, building a support system at home has been crucial. Having an incredible family to lean on allows me to balance my professional aspirations with my well-being and family life. Additionally, connecting with other women who run their own businesses has created an enriching community of support and friendship.
- Listen to Your Body, Mind, and Spirit: Understanding your unique design can be incredibly enlightening. It aids in decision-making, recognizing when you’re not operating as your true self, and living with more ease and flow. Deepening my spiritual practices and connecting with a network of women focused on well-being has been both nourishing and empowering.
By integrating these practices into your life, you can navigate the complexities of owning a business and being a mother, finding a rhythm that works for you, and continuing to grow in all aspects of your life.”
Ok, let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between brand marketing (branding) and product marketing (advertising)? Can you explain?
“Branding and advertising, while both crucial in the marketing world, play distinctly different roles. Branding is akin to an art form; it’s about crafting an emotional connection and establishing the overall image and reputation of a brand. It’s about immersing your audience in the world your brand creates, giving them a taste of its essence and vibe. This is where the heart of your business lies, in the story and experience you offer.
On the other hand, advertising, which falls under the umbrella of product marketing, is more scientific. My experience in the advertising realm taught me that it’s about understanding human behavior to effectively position a product or service with the clear goal of driving sales. It’s direct, targeted, and often more immediate in its approach and results.
However, a successful brand needs a harmonious blend of both. You start with branding to establish that emotional connection and set the tone for the transformation you promise. This foundation is crucial before you dive into advertising. When you have strong branding, your advertising efforts become more effective. It shortens the sales cycle and boosts customer loyalty. It’s about being grounded in what’s core to your business and connecting deeply with your audience, rather than chasing the latest marketing trend. By focusing on your brand promise and customer experience first, you ensure that your advertising efforts are not just seen, but felt and remembered.”
Can you explain to our readers why it is important to invest resources and energy into building a brand, in addition to the general marketing and advertising efforts?
“Building a brand is about creating a legacy and forging a deep, emotional connection with your audience. Your brand is the soul of your business, making it memorable and distinct in a crowded market.
When you invest in your brand, you’re nurturing a relationship with your audience. You’re crafting a narrative that resonates, offering an experience that endures, and building trust. This emotional engagement is what transforms customers into loyal advocates and champions of your brand.
A robust brand also acts as a compass for all your marketing and advertising initiatives, ensuring consistency in your communication, which is critical for recognition and recall in the minds and hearts of your audience. A well-developed brand pierces through the clutter and communicates directly to the hearts of your aligned audience.
In my work, incorporating Human Design and the Gene Keys into branding deepens this connection. It aligns your brand with your core essence, fostering authenticity that truly resonates.
When you engage in a branding process that deeply explores your identity and the unique gifts you offer through your business, something remarkable happens. You become more deeply rooted in your own expression. This journey involves distilling your essence, values, and uniqueness, leading to the realization that anything not in harmony with this cannot remain part of how you show up. By understanding and visually articulating your unique vibe, you magnify not only your brand’s resonance but also your personal vibrational energy. This authentic expression resonates deeply with others.
A client recently shared, “I’m a better person and more embodied business owner because of you and the work we’ve done together. Your approach is so unique and so necessary.” This feedback highlights the transformative impact of my branding approach, enabling clients to confidently showcase their inner brilliance. The challenge for many lies in translating their inner brilliance into a form the world can see and appreciate. If more people, particularly those dedicated to healing others physically, mentally, emotionally, and spiritually, could confidently and clearly express themselves, the world would become a brighter place.”
Let’s now talk about rebranding. What are a few reasons why a company would consider rebranding?
“Rebranding is a pivotal moment for any business, and it’s often considered for several reasons. Primarily, a business might embark on a rebrand to align with its evolved core values and mission. As businesses mature, their initial branding may no longer mirror their current vision and ethos. Ensuring that the brand’s external persona harmonizes with its internal growth is essential.
Another catalyst for rebranding is to connect more deeply with an evolving or expanding audience. This process might involve highlighting different facets of the brand’s story to resonate with a new demographic or deepen the connection with existing customers.
A rebrand might become necessary if the existing brand has encountered negative perceptions or reputational issues. A thoughtful rebrand can serve as a reset, reaffirming the company’s dedication to its values and clientele, and marking a fresh chapter in its narrative.
Sometimes a business doesn’t need a complete rebrand overhaul, but rather a subtle brand refresh. This is akin to a personal evolution in style or expression. The core message and essence of the brand remain intact, yet there’s a desire to enliven their branding to feel fresh and rejuvenated. A brand refresh can reinvigorate a business, offering a new look that resonates with both existing and potential customers. It’s like giving the brand a well-deserved glow-up, keeping it relevant and engaging.
In every instance, whether it’s a full rebrand or a refresh, the process is about more than just cosmetic changes. It’s a strategic move to ensure that a brand’s essence and its emotional connection with the audience are not just preserved but are also more accurately and vibrantly conveyed. This alignment is crucial for a brand’s continued relevance and resonance in an ever-evolving market.”
Are there downsides of rebranding? Are there companies that you would advise against doing a “Brand Makeover”? Why?
“Rebranding is a significant decision, requiring substantial time, resources, and emotional investment. Here are some key considerations:
- Risk of Alienating Current Customers: A major risk in rebranding is potentially alienating your existing customer base. Customers often develop loyalty and emotional connections to a brand’s identity. Drastic changes can lead to confusion or a sense of loss among loyal customers. It’s essential to maintain a thread of continuity in any rebranding effort, ensuring it resonates with the brand’s core essence and doesn’t feel incongruent with the established brand experience.
- Loss of Brand Equity: Over time, brands accumulate equity through consistent customer experiences, quality offerings, a familiar vibe, and effective marketing. A complete brand overhaul can mean starting from scratch in terms of recognition and equity, especially risky for well-established brands with a strong legacy.
- Cost and Resource Intensity: Rebranding goes beyond changing logos or websites. It encompasses strategic planning, design, marketing, and often internal cultural shifts. This significant investment may not be feasible or prudent for small businesses or startups in their early growth stages.
When advising against a brand makeover, caution is key for businesses with a strong, loyal customer base and significant brand equity. For these companies, a complete makeover could be detrimental. Instead, a brand refresh, focusing on subtle updates and modernization while retaining the core essence, is often a more appropriate strategy.
Ultimately, rebranding should be driven by a clear strategic vision and deep understanding of the brand’s essence. It’s about evolving the brand’s story and connection with its audience authentically and in alignment with its core values, not merely making superficial visual changes.”
Can you share 5 strategies that a company can do to upgrade and re-energize their brand and image”?
- Understand Your Brand’s Energetic Essence Using Human Design and Gene Keys:
Everything has a unique energetic essence that people can feel when they interact with it, including brands. By employing tools like Human Design, astrology, and Gene Keys, you can reveal this essence, understanding the brand’s distinctive energetic blueprint. Aligning this blueprint with your brand’s mission and values is key. This strategy elevates your brand beyond mere surface appeal, fostering a deep connection with its core identity and purpose.
Put it into Practice: Begin by analyzing the Human Design, Gene Keys and astrology charts of your business founders. Identify themes that resonate with your brand’s vision and infuse these insights into your branding, from visual design to messaging, to reflect your brand’s authentic essence.
2. Visualize Your Brand Vibe:
Focus on creating a consistent visual experience that embodies your brand’s vibe. Be intentional with color schemes, filters, contrasts, and sensory elements for aesthetic alignment. This approach involves crafting a brand environment that magnetizes your clients by immersing yourself in the sensory experience of your brand.
Put it into Practice: A practical exercise is to envision your brand as a physical space, like a café or restaurant. Imagine the type of food and drinks served, the decor, the aromas, the attire of the people, and the overall ambiance. Use this visualization to guide your branding elements, ensuring that you are crafting a brand vibe that resonates on an emotional and sensory level.
3. Engage in Sensory Branding:
Use sensory branding to craft a brand vibe that engages all five senses, drawing people into your brand’s world. Start by focusing on how your clients will feel after experiencing the transformation your products or service offer. By engaging all the senses, it connects your customers to themselves — their experiences, thoughts, and feelings. This in turn strengthens their connection to you. Focusing on sensory elements will elevate your brand’s vibe to an entirely new level.
Put it into Practice: Imagine the world your clients would inhabit if they felt the way you want them to feel. Consider sights, sounds, smells, textures, and tastes that support this feeling. Use these sensory elements in your branding to evoke a deeper emotional connection. Remember that you can evoke senses without directly engaging them.
4. Master Your Magnetic Message:
Increase your brand’s Know, Like, and Trust (KLT) factor by sharing your message in a way that resonates deeply. This involves sharing your knowledge, lifestyle, and truth (or wisdom) in a balanced way, using compelling storytelling to make your brand more relatable, memorable, and magnetic.
Put it into Practice: Allocate your content strategy to share knowledge (60–70%), lifestyle (20–30%), and truth (10%). Use storytelling techniques to convey your brand’s ethos and resonate with your audience on an emotional level.
5. Embrace Your Embodied Expression
Consciously curating your real-life environment to reflect your brand’s aesthetic will enhance the experience of your brand. Once you understand your essence and vibe, your choices in style, decor, and experiences will naturally align with your brand, making it easier to create a cohesive and consistent look. This approach invites your clients into your world and helps them understand what it’s like to work with you.
Put it into Practice: Mirror your brand’s aesthetic in your personal style, office space, and the places you frequent connected to what you share. This alignment makes it easier to capture candid photos and videos that fit your brand’s aesthetic. Ensure that your digital presence authentically reflects this curated environment, maintaining consistency in messaging, visuals, and tone across all platforms in a way that feels authentic to your expression.
These strategies, each deeply anchored in the unique essence and vision of your brand, offer a comprehensive approach to revitalizing and energizing your brand’s presence, ensuring it not only stands out in the market but also forms a profound and lasting connection with your audience.”
In your opinion, what is an example of a company that has done a fantastic job doing a “Brand Makeover”. What specifically impresses you? What can one do to replicate that?
“Cora’s rebrand by Mother Design is a standout example in the wellness space. Their transformation from a conventional period care approach to a more personal, relatable narrative is a testament to understanding millennial customers’ desires. They seek products that resonate with their values and lifestyle, not to just serve a functional purpose.
The shift from nondescript white packaging to a bold, bespoke logo and vibrant earthy tones not only made Cora’s products pop on shelves but also repositioned the brand as a champion of menstrual health and wellbeing. This rebranding celebrates individuality and even turns their products into aesthetically pleasing bathroom displays.
What truly impresses me about Cora’s makeover is how product design and storytelling intertwine. The intuitive packaging design and emotionally resonant product names like ‘The Comfort Fit Tampon’ or ‘The Peace-of-Mind Pad’ align perfectly with Cora’s ethos of comfort and care, focusing on the customer’s experience.
To emulate this rebranding success, it’s crucial to deeply understand your brand’s essence and its alignment with your audience’s values and needs. Effective rebranding transcends logo changes or color updates; it’s about evolving your brand’s narrative and its connection with your audience, combining customer’s core desired feelings, unique creative expression, and a commitment to authentically represent your brand’s core values.”
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
“Too often, people believe they must conform to the latest marketing and branding trends to attract the right audience. However, we don’t need another ‘Steal my exact strategy for $100k months’ scheme. Instead, there’s a need for people to tap into their unique design and blueprint, uncovering their natural way to shine and succeed.
I envision a movement where integrating Human Design and Gene Keys into branding would revolutionize how brands connect with their audience, fostering deeper, more authentic relationships. By aligning brands with their founders’ unique energies and resonating with their aligned audience, this approach would create a world where businesses are not just seen but deeply felt.
Imagine a world where sensory branding is the norm, transforming every brand interaction into a multi-sensory experience that touches the heart and soul. This shift would transform the marketplace from a competitive space to a realm of genuine connection, where each brand’s story is not just told but experienced in a way that leaves a lasting impression.
Moreover, this movement would shift from traditional, masculine-centric branding strategies to more holistic, emotionally resonant approaches. Moving beyond SWOT analyses, we’d focus on emotional resonance and authenticity at the forefront of branding. This change would redefine not only how brands are developed but also how they are perceived, leading to a more empathetic and connected world.
The ripple effect of this movement would be profound. As more individuals, especially in healing professions, embrace this approach to express themselves confidently and clearly, we’d witness a brighter, more vibrant world. A world where every brand interaction is an opportunity for healing, understanding, and growth. This is the future I envision and strive to create–a world where branding is not just a business tool, but a pathway to deeper human connection and understanding.”
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“One of my favorite quotes is from Maya Angelou: ‘People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’ This wisdom deeply resonates with the core of my philosophy, both personally and professionally. It underscores the power of emotional connection and the lasting impact our interactions can have on others. Whether through the brands I develop or the relationships I nurture, my focus has always been on creating experiences that leave a positive, lasting emotional imprint.
This principle has shaped my approach to branding, emphasizing the creation of a sensory and emotional experience that is viscerally felt and transcends visual or verbal messages. Incorporating Human Design and Gene Keys into branding goes beyond mere aesthetics; it’s about staying true to who we are and understanding the ripple effect this authenticity has on others. This quote constantly reminds me to prioritize the emotional essence in every brand interaction, striving to make each one meaningful, memorable, and magnetic.”
How can our readers follow you online?
They can check out my website: https://naturallybydesign.com/
Or connect with me on Instagram: https://www.instagram.com/naturallybydesign/
Thank you so much for these excellent insights! We wish you continued success in your work.
Brand Makeovers: Natalie Neal Hassett Of Naturally By Design On The 5 Things You Should Do To… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.