Cleaning House
On deleting your Pinterest board, letting go of "the aesthetic," and finally building a brand identity that fits
There’s a certain ritual that comes with 'cleaning house,' whether physically, emotionally, or creatively. Lately, I’ve been doing all three. And somewhere between wiping down my kitchen counters and deep-cleaning my camera roll, I found myself scrolling through one of the messiest places of all: my Pinterest boards.
Whew.
Ten different aesthetics. Contradicting color palettes. Random moodboards saved at 3 a.m. during an identity crisis. And let’s not even talk about the "dream fonts.”
It made me realize something: so many of us build brands the same way we build Pinterest boards. Aspirational, a little chaotic, and rooted in someone else’s idea of what “looks good.”
Every brand girlie has one. The Pinterest board. The Notion page. The moodboard titled "brand vibes.”
It’s full of beige palettes, serif fonts, latte photos, and maybe a quote that says “Build the life you can’t wait to wake up to.” And while there's nothing wrong with that, it’s time to talk about cleaning house.
Because real brand identity doesn’t come from a moodboard. It comes from clarity.
Step One: Delete the Board (or at least hide it)
Let’s be honest. That aesthetic you pinned in 2021? It’s not you anymore. Or maybe it never was. Maybe it was a placeholder. A pretty stand-in for a brand you hadn’t figured out how to articulate yet.
But branding isn’t just about how it should look. It’s about how it should feel.
So here’s your permission slip to clear the board. Let go of what you thought your brand needed to look like, sound like, or be like in order to feel “professional” or “successful.”
Start from where you actually are.
This doesn’t mean you’re abandoning all vision. It means you're choosing to build with intention. It means trusting yourself more than the template and creating from alignment rather than assumption.
Step Two: What Is Brand Identity Really?
At Sunday & Co., when we say "brand identity," we’re talking about more than just a logo and color palette. It’s your brand’s personality, positioning, tone, look, rhythm, and point of view. It’s the vibe, yes, but it’s also the voice.
A strong brand identity includes:
Your Why – What do you believe? What are you really here to do?
Your Audience – Who are you talking to, and what do they need from you?
Your Visuals – Yes, the colors, fonts, textures, and imagery, but they come after clarity
Your Voice – How you sound in captions, emails, pitches, bios
Your Story – The personal thread that ties it all together and makes it yours
A brand identity is built, not just found. And it evolves as you evolve.
It’s not about having everything figured out on day one. It’s about starting with a foundation that feels like you and letting it grow with you. When your brand identity is rooted in truth instead of trends, it becomes timeless.
Step Three: Clean House
This is your sign to make space. Not just digitally, but mentally.
Delete the inspo overload. Archive the posts that no longer serve you. Unfollow accounts that make you feel like you're behind. Make room for your actual voice to come through.
Because when the noise quiets, you realize you already have what you need to build something meaningful. Your story. Your clarity. Your why.
And if you’re still figuring it out? That’s okay too. We’re just here to help you make it make sense and make it feel good.
You don’t need another saved moodboard to validate your vision. What you need is a brand that reflects your real values, your growth, and the energy you want to bring into the world. You’ve already started the process by asking better questions and giving yourself permission to shift.
So clean house. Then build something true.
Until Next Sunday.
Coming Next :
Texas Pete Hot Sauce: on why culture matters, why you shouldn't tone down your brand, and how to build identity with flavor
—
Miya
Founder of Sunday & Co.
Your host at The Sunday Brunch
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