Hi everyone! I hope you had a great week and took some time to reflect on our relationship with truth—and how empathy opens the door to how others perceive us. Last week, we touched on the history of branding and how I developed the Authentic Alchemy process. This week, we begin to reveal the actual steps of the branding journey.

Understanding Authentic Alchemy

Authentic Alchemy begins with an unshakeable premise: value is innate. Every founder, team, or idea arrives with intrinsic worth—no marketing tactic can add to or take away from it. Our task is to sense the value that is already stirring, then nurture and amplify it until others can feel it effortlessly.

This turns branding into an act of discovery rather than invention. While conventional playbooks bolt on hype to manufacture value, we start with pure, honest intention and reveal the note that has always been humming beneath the surface. From there, every decision—story, design, voice, and strategy—must stay in harmonic alignment so the brand behaves as one coherent instrument.

Imagine a tuning fork: strike it true and every nearby instrument tuned to the same frequency begins to hum. When your brand is tuned to its innate truth, resonance becomes inevitable, creating a quiet magnetism. There is no pleading for attention; people lean in because coherence is inherently trusted—an instinctive law of attraction.

Core Principles of Authentic Alchemy

Truth × Empathy → Resonance → Magnetism (Inevitable Success)

1. Truth – Grounds the brand in what is undeniably real, eliminating the need for exaggeration or eventual reorientation.

2. Empathy – Tunes that truth to the audience’s lived experience so it lands as relevance, not rhetoric.

3. Resonance – The visceral “this just feels right” response people have when truth and empathy align.

4. Magnetism – Resonance removes resistance; connection compounds. Magnetism becomes the natural by-product—not the uphill goal. People come to you instead of you fighting for their attention.

Authentic Alchemy keeps these elements in holistic, continuous alignment so magnetism arises organically. Value isn’t requested—it’s recognized.

Let’s Get Magnetic

Well, all that sounds great—but how do we actually get there?

Let’s start by getting clear on your goal.

The goal is to become crystal clear about why you are doing what you’re doing (your venture), understand that you are establishing a relationship, figure out who you are, what you do, and why it matters. Then express it—and make sure others can feel it.

When you can speak about your brand in a casual conversation without fumbling, you’re ready to manage a resonant brand. This newsletter series is designed to help you get there.

Getting Oriented with Your Perspective

This part of the process can feel a little unclear at first—because branding doesn’t always follow a single formula. You might be branding yourself as an individual, guiding someone else through the process, or representing a group, company, or organization. On top of that, your offer might be a product, a service, or a mix of both.

So naturally, questions come up: Is this about me? The business? The founder? The product voice?

Here’s the key: think of your brand as a person. It has characteristics, behaviors, a tone of voice, and a reputation. Just like a corporation is legally considered a “person,” your brand is its own identity—separate from your full self, your full team, or your full product line.

Sometimes a brand is deeply personal—like in my case. My brand is built on my name and reflects my values. I came from the world of mainstream branding, and after seeing how often it relied on manipulation or fabrication, I felt called to offer something more honest. That became the core of my brand.

But even though I do other things—like making flower essences, hosting a podcast, and exploring esoteric wisdom—those expressions don’t live inside this brand. In this context, I show up simply as Dustin the branding guide. That’s the voice, tone, and function of this specific brand.

If you’re building a personal brand, think of it like that: yes, it’s you—but it’s you in a focused role, aligned to the purpose of your brand. It’s a filter that creates clarity.

For a group or organization, the principle is the same. The brand still behaves like a distinct persona—its voice and values emerge from the group’s intention. The only difference is that the decisions may come through collaboration rather than one person’s inner alignment.

And if you're thinking about a product or service, set that aside for now. It’s an extension of the brand, not the brand itself. First, we define the soul of the thing—then we decide how it expresses itself.

Get clear on this perspective so we can keep building with purpose and alignment.

Getting Started

We begin by doing the hard work first. I call it the invisible dead-lift. It’s the part that’s hard, not very fun, and doesn’t feel like there’s much to show for it. It’s the digging-in-the-dirt and planting-seeds phase that you’ll be deeply grateful for later.

Just imagine the big, beautiful, fragrant flowers that will come from this work.

Step 1: Truth & Empathy

This first step was orienting yourself with the importance of truth and empathy—and understanding why they’re so essential to this process. If you missed it, you can revisit the previous newsletter here:
Creating Authentic Brands

Step 2: Foundational Awareness

This is where we actually start to write.

Foundational Awareness is a writing process that applies a second layer of foundational resonance. That might sound a little esoteric, but think of it as continuing to build the ground we’ll stand on later. This is foundational structure work—sharp pencils required.

Let’s go over it.

WRITING EXERCISE:
Save your answers. Later in the process, we’ll revisit them to extract your brand’s core truths.

FOUNDATIONAL AWARENESS

This is where we get clear on intention. In many metaphysical and alchemical traditions, intention represents the masculine principle in creative polarity. This isn’t about gender — masculine and feminine refer to universal energies that exist in all of us. These archetypal forces shape the process of creation itself.

Seeing creation as a sacred process inherent in everything we do frees creativity from being reduced to just artistic expression — it reclaims its true identity as the driving force behind all aspects of life.

Everything we do contains aspects of initiation and reflection — expressions of the masculine and feminine. When initiation is tempered by reflection, and passion is balanced with compassion, we move through life with greater harmony and become empowered creators.

This is where we reflect (feminine) on our intention (masculine). Let the dance begin.

1. Why Am I Doing This?

I won’t sugarcoat this: this is where we cut through the noise and get radically honest with ourselves. Bring the shadow motivations to light first — and then rest. It’s liberating. Go there.

• What inspired me to start this venture?
  (Why did I want this?)
  
  

• What am I truly seeking to experience or receive from this?
  (What do I want out of this?)
  
  

• What shift am I here to create?
  (What transformation will I initiate?)
  
  

All Truth Is Revealed: Adjusting Motivation Toward Resonance

Based on the idea that truth is self-balancing and self-revealing, we aim to avoid distortions that could create dissonance — now or later.

• Am I fully in my personal truth?
  (Is my soul driving, or is my ego at the wheel?)
  
  

• Am I hiding behind what I think is possible?
  (Is this a watered-down, safer version of what I’m truly capable of?)
  
  

• Am I confident in how I’ve positioned myself or my brand?
  (Did I set the bar too high or too low? Reflect using your inner feminine principle.)
  
  

2. Establishing a Business Relationship

Recognizing that business is a relationship is crucial — like any relationship, it’s built on mutual consent, not obligation. It’s something we co-create and continually renegotiate.

Blindly initiating a brand without defining your relationship boundaries invites misalignments and confusion down the road. By getting clear first, we remain empowered and in resonance at every juncture.

• What can I offer this relationship?
  (What value am I bringing to the table?)
  
  

• What are my boundaries in this relationship?
  (Where do we stand with each other?)
  
  

• What promise can I make and keep, no matter what?
  (What commitment can I honor?)
  
  

• What are my non-negotiables or clear "no's" in this relationship?
  (What am I unwilling or unable to do?)
  
  

• If the relationship no longer serves or boundaries are crossed, how will I consciously end it?
  (How do I address ending the relationship?)
  
  

Note: If this feels like a lot, that’s completely natural. I’ve included example answers at the end to help you get oriented with each question. Use them for reference, but keep your focus on what’s real for you. The insights that come from your own experience will always hold the most power.

Moving Forward

Congratulations on taking a courageous step toward clarity. Every moment you spend in reflection is an investment in yourself and the future you’re building.

This week’s questions are the beginning of a deeper connection to your purpose, your positioning, and your impact. Let your answers guide you toward what’s already present—ready to be shaped into something powerful and real.

If anything feels unclear or you’d like support with a specific part of the process, email me directly at [email protected]. I’ll be including select questions and insights in next week’s edition.

Next Monday, we’ll continue building. We’ll look at where you are in the process and begin shaping the foundational statements that express who you are, what you do, and—most importantly—why it matters.

Share the Journey

If someone in your life is navigating purpose, creativity, or building something meaningful—they’re welcome here. Copy and paste the message below and send it their way:

You can sign up here: dustinbyerley.beehiiv.com

Around the Studio

Big Shifts, Big Reveal
As some of you know, I officially closed Dustin Byerley Design at the end of 2024, wrapping up a 25-year chapter. Over the past six months, I’ve been quietly rebuilding—from the inside out. The result is an entirely restructured business and a new identity that reflects where I’m headed.

Authentic Alchemy is a big part of this evolution, and soon I’ll be unveiling my new fully virtual creative studio—complete with instant online bookings, payments, and a suite of fresh solutions designed to meet modern needs in modern ways. I can’t wait to share more with you very soon.

Revel
I just wrapped a brand-new can design for Revel Kombucha—and I’m stoked for you to see it. Huge thanks to Adam for continuing to trust me with your brand. If you haven’t experienced Revel Life Force Beverages yet, it’s time. Hands down the best-tasting kombucha I’ve had.

Explore: www.revel365.com
Follow: @revelbevs

Ojai Wild
Big congrats to the endlessly talented Janna Sheehan, founder of Ojai Wild, who just won Best Facial Mist at the Indie Beauty Expo for her Total Rose Spectrum Mist. I had the pleasure of contributing to the branding of this stunning product. Janna’s work is botanical magic—go check it out.

Explore: www.ojaiwild.com
Follow: @ojaiwild

David Franz
My friend, music producer, and label owner David Franz just dropped his new single “I’m On Fire”, and I had the chance to design the logo and support some of the brand work around it. It’s a joyful, foot-stomping funk track—perfect for kicking off your week with good energy.

Listen: ffm.to/imonfiregottoloveyouradioremix
More: undergroundsun.com

See you next Monday morning.
Explore more: dustinbyerley.com
Instagram: @dbdcreate
Email: [email protected]

Thank you,
Dustin Byerley

Example Answers: Authentic Alchemy Branding Process

Hypothetical Business: "ClearPath Consulting"
A professional business consultancy helping mid-sized companies clarify vision, improve leadership, and streamline growth strategies.

1. Why Am I Doing This?

• What inspired me to start this venture?
  After years in corporate leadership, I saw firsthand how many businesses struggle because they lack alignment — not just in strategy, but in purpose. I wanted to help teams get clear, grounded, and focused.

• What am I truly seeking to experience or receive from this?
  Fulfillment from doing impactful work, financial freedom, and a flexible lifestyle that gives me time for family and personal projects.

• What shift am I here to create?
  I want to transform how leaders think about growth — from hustle-based to values-based. Business should be aligned, not reactive.

All Truth Is Revealed: Adjusting Motivation Toward Resonance

• Am I fully in my personal truth?
  Mostly. I sometimes slip into corporate jargon or overpromise in proposals, but my real strength is clear, honest strategy. I need to trust that.

• Am I hiding behind what I think is possible?
  A little. I haven’t pursued larger-scale contracts because I assumed I wouldn’t be “big enough.” That’s a fear, not a fact.

• Am I confident in how I’ve positioned myself or my brand?
  Yes, but I need to better define my unique methodology so it stands out from generic consulting models.

2. Establishing a Business Relationship

• What can I offer this relationship?
  Clear processes, honest insight, and a values-aligned approach to leadership and business clarity.

• What are my boundaries in this relationship?
  I won’t work with companies that treat people as expendable or demand 24/7 availability. Mutual respect is a must.

• What promise can I make and keep, no matter what?
  I will always show up prepared, listen actively, and make recommendations rooted in integrity.

• What are my non-negotiables or clear "no's" in this relationship?
  I won’t compromise my values to meet short-term optics, misrepresent outcomes, or tolerate toxic leadership behavior. I will not work with clients who disrespect boundaries, expect emotional labor beyond scope, or who use manipulative or abusive communication styles.

• If the relationship no longer serves or boundaries are crossed, how will I consciously end it?
  I’ll raise concerns directly, offer a chance to recalibrate, and if necessary, exit the contract cleanly and professionally.

© Dustin Byerley. This material is free to use for personal exploration or shared inspiration. It may not be reproduced for sale or commercial distribution.