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The Secret to a Powerful Brand

Hey there, Bosslady! In honor of the new year, dreaming big dreams and living your passion, I’m introducing a new series here on the blog: ‘Finding Your Brand Voice.’ This is the first post in this series.

The Secret to a Powerful Brand | Branding by Moriah Riona | Colorado Springs graphic designer and photographer
Do you know your Why?

But do you really know your Why?

Let me back up. Maybe you don’t even know what a Why is, or why you should have one. Maybe, like me, you started a wedding photography business because you became enamored with pretty photos you saw online and thought, Hey, I can do that!

So, that’s your Why, right? Wrong. The problem is that’s why every other pro photographer, semi-pro photographer and Uncle Bob is taking photos. It doesn’t set you apart. It doesn’t tell me why you’re unlike all those others. It’s not your real why.

Your Why is more than pretty photos. It’s more than making money. Your WHY is the driving force behind your brand and it determines the way in which you communicate with your audience.

Moriah Riona | Brand Specialist for Creative Entrepreneurs | Graphic Design. Branding. Photography.
Because you’re busy shooting, editing and drumming up business, you might not think you have time to figure out your Why. Or maybe you think you have a pretty good idea of your Why but don’t need to articulate it.

Stop everything you’re doing and figure out your Why first. It is the single most important thing you can do for your business. Don’t believe me? Watch this.

Life changing, right? Business changing for sure.

Discovering My Why

In my early twenties I went to beauty school because I loved styling my friends’ hair and thought I should be a hairstylist. While in school, I bought my first DSLR camera and began shooting weddings. I decided to become a wedding photographer because I thought I loved taking pretty pictures. After owning my own wedding photography business for a few years, I began to notice the importance of branding. I went back to school to become a graphic designer because I thought I loved beautifully designed things.

I still like styling hair. I still like taking pretty pictures. And I still like designing beautiful things. However, none of those reasons are my Why. I didn’t realize it at the time but they all have a common thread.

Growing up I was really hard on myself, especially about my physical appearance. I imagined “Beautiful” as a sort of elite club, and I was definitely an outsider. I never thought I was good enough because I never thought I was pretty enough. So it stings with a painful familiarity when I see other women who are struggling with their self-image.

Out of my personal pain I have found my personal calling. Yes, I still like styling hair, I like taking pretty pictures and I like designing beautiful things, but I LOVE making other women feel beautiful and powerful.

I became a hairstylist because it enabled me to help other women feel beautiful. I became a photographer because I loved the way my clients eyes lit up when they saw how gorgeous they looked in my images. And I became a graphic designer because I wanted to create branding for other female entrepreneurs so they could share their businesses with confidence.

Nothing brings me more joy than seeing the transformation that occurs when a woman gets a glimpse of the true beauty and power inside of her.

That is my Why.

Moriah Riona | Brand Specialist for Creative Entrepreneurs | Graphic Design. Branding. Photography.

From that realization I created my company’s vision statement:

I believe in harnessing the power of Love and Creativity to uplift and inspire other women. Specifically, I create experiences and products that infuse them with self-confidence. My art is a medium through which their unique beauty and intelligence can radiate. I am committed to a business and a life of integrity, compassion, creativity and growth.

That is my soul’s purpose and no matter how I express it (design, photography, writing, teaching, or anything else) my career will always be an expression of that Why.

What Is Your Why?

Now it’s your turn. To be true to yourself and your clients, and to create an authentic brand you must find your own purpose, your own Why.

Think about what you do and the true reason behind your passion.

I implore you to express your own Why. Write it down. Frame it. Hang it over your desk. And on those hard days when you’re doubting yourself and wondering why you chose this path – read your Why.

So, I want to know, what is your Why? Tweet me or leave me a comment below.

If you enjoyed this post I’d be so happy if you’d share it! And I hope you’ll be back next week for the next installment of Finding Your Brand Voice.

Until then, Keep Hustling!



Moriah Riona is a Colorado Springs based graphic designer and photographer specializing in sophisticated branding and glamorous weddings.

Moriah Riona | Colorado Springs based graphic designer and wedding photographerAll content © Moriah Riona LLC, 2016.

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i'm moriah

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  1. Amanda Washburn

    January 19th, 2016 at 9:52 am

    Glad to have found your blog via Savvy! This is definitely a timely blog post and one that I need to really think about. As the second birthday of my business approaches I need to ensure that I am still focused and pursuing my Why. I believe this is my Why. “I cherish the power of clear and authentic communication. My purpose is to empower and teach business owners and professionals to build stronger relationships through engaging communication. By bringing enthusiasm, positivity, and honesty to my projects, I will leave my clients more equipped and more fulfilled with their businesses.”

  2. moriahriona

    January 19th, 2016 at 9:57 am

    Beautiful WHY, Amanda! It definitely resonates with me and I’m sure with many other business owners. I would post that loud and proud all over your branding. Cheers! xoxo

  3. impactzoneco

    January 19th, 2016 at 12:20 pm

    I love the make people’s digital world better. It’s a dorky thing to say, but I am a nerd, and I own my nerdiness. Congratulations on you why — how beautiful is that!?! And for this wonderful blog post.

  4. moriahriona

    January 23rd, 2016 at 11:59 am

    Thank you!

  5. Shatakshi

    January 23rd, 2016 at 10:34 am

    Loved the post! Can’t wait to read the rest of the series. I am in the process of revamping my ‘About’ page and the ‘why’ is definitely important. 🙂

  6. moriahriona

    January 23rd, 2016 at 12:00 pm

    Thank you! Good luck with your About page!

  7. How to Determine & Define Your Brand Values | Moriah Riona

    January 25th, 2016 at 6:34 am

    […] The Secret to a Powerful Brand […]

  8. Felix Arenas

    February 23rd, 2017 at 12:13 pm

    Thank you for you words of wisdom and encouragement. I am starting out myself on a journey that I put off far too long. Here is my WHY.

    Each person’s life story is heroic and important. It is what brought that person and that family to this point in time. It is part of the story of humanity. I treasure that story, and all the episodes that come with it. That story deserves to be told and recorded in the most dignified manner so that it survives for generations to be told again. I thrive on that sense of appreciation for people, for compassion, for creativity and growth.

  9. Joceline

    August 13th, 2017 at 3:27 pm

    Great Blog. I am still trying to figure my why.

  10. moriahriona

    September 30th, 2017 at 3:30 pm

    Thanks Joceline! And if you’re still having trouble figuring out your why, I’d love to help. I offer brand strategy and coaching sessions — so get in touch 🙂 Hope to hear from you!








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