The name CHARANA was passed on to my father James Vincent Charana by his father who was one of the most influential chiefs of all times. It has been repeated over and over since then that Charana represents Authority, Roister and Allure (ARA) as this was the brand that the name has stood for in both generations.

The meaning of Charana in English means boulevard/road/path/route/lane and/journey. All these synonyms represent one-word Purpose.

When I was approached to create a personal logo that is representative of my belief and what am passionate about; it was easy to pick because I like to believe that I live a very purposeful life and this was endorsed by my audience (Family, Friends, Classmates Colleagues, Friends and boss) who asserted that some of my best qualities are Hardworking, Passionate, Positive attitude, Tenacious, Charming, Fashionable, Graceful as well as Focused. This was no surprise because my guiding principle has always come from a popular song by Sia -Titanium- is the Ricochet effect (Bouncing off) which I leveraged on to represent my brand identity.

Through my brand I would like my audience to feel purposeful. I want them to understand that there is no one path to follow in order to be successful. The realization that everybody takes a different path and its hard to predict what happens along the way is so surreal. Its important to know where you want to go and take the steps every single day in that direction.

The key emotion that I want my brand to trigger in peoples mind is inspiration. I want to inspire people to dream their own biggest dream and even though they hit a wall and don’t know how to get past a dump situation, I want them to remember that their full potential is dependent on them and that all they need is to break through that barrier.

The most crucial elements used were: -
1.    Color
2.    Typeface

Color
Black
Represents Excellence. It also symbolizes the manifestation of the cycle or the principle and end of a cycle which totally applies to my brand. This means breaking through the barrier and bouncing back through the air after hitting a hard surface.
Black also denotes strength and authority which is an attribute that represents the name Charana.

Orange
Orange is associated with a person recovering from disappointments, a wounded heart or a blow to one’s pride. This is very significant for my brand. It is characterized by Flight to light and is lined with sunrise and sunset. Orange is also stimulating, vibrant and flamboyant.

Typeface
Through Illustrator, I played around with fonts. I used type tool and direct selection, pathfinder to unite shapes

Create yourself statement(Tag Line)
The older I get and the more experiences I have and relationships I develop, the more convinced I am that each individual’s purpose in life is to draw their own map. Throw out the recipe book, the paint-by-numbers kit, and anything anyone ever told you about who or what you should be—and chart your own course.

It’s not easy—and it’s not comfortable. We are trained from birth to make safe, reliable choices. In school we are encouraged to conform and not to color outside the lines; in business we are comforted by “blueprints” and case studies; the media shows us how we should dress, where to vacation, and who we should emulate.

Chart your own course that others will follow. Create something new. It’s the uncharted experiences, not the guided tours, which truly help us “create” ourselves. When we listen to the inner nudge to do something different and go in a way that intuition leads us—follow our dreams and desires rather than in someone else’s footsteps—those are the moments that define who we are and give us insight into how we can participate in the world around us. We shouldn’t lose sight of that.

The logo will be my brand identity to communicate positive messages as a: -

1.    Motivational Speaker
2.    Fashion Blogger
3.    MarComm Professional.

My target audience will be my peers, my community, professionals in MarComm, fashion brands. The medium of communication will be majorly through Social media platforms. 

My budget will be approximately Ksh. 1, 000,000/-. This will cater mainly for my personal brand detailed research through the Landa process, also creating different touch points like a website, Social Media Networks, PR and Marketing etc.