Identity, Story, Emotional Connection, Intention: Crafting a Brand Identity that Matters

When my Great-Grandfather arrived in America in the 1800s, he did what immigrants did then,

he changed his name to fit in. But here's what I only discovered years later: while he adapted the spelling, he kept the meaning. Our Swedish name "Lof" means "leaf", so when he became "Leaf," he preserved the essence of who we were while embracing who we were becoming.

That story would eventually become the heart of everything I've built.

The Artist's Awakening

A decade ago, during maternity leave, I reconnected with my childhood passion for art. As I painted, my partner suggested I start selling my work. What began as a half-joke about using a different name became something deeper, I liked the idea of separating personal and professional identities.

I played with my Scottish heritage, but nothing clicked. Then I thought of my wonderful Aunt Marie, and since it's the French version of Mary, "Marie Lof" was born. It felt right, it was fun to sign, and it honored both my families and my artistic journey.

The Challenge of Two Identities

But here's where it got complicated. When I decided to expand beyond art, I found myself living in two professional worlds. Half my network knew me as Marie Lof the artist, the other half as Mary Leaf the strategist. I'd literally be in conversations where people were discussing one of these personas without realizing they were talking about the same person.

How do you bring it all together? How do you honor both sides of yourself while building something cohesive?

The Bridge: MLof Strategies

That's where MLof Strategies was born, not just as a business name, but as a bridge between worlds.

The "M" represents both "My" and every "My" I work with. Each company I serve is someone's "My"—their vision, their dream, their legacy in the making. "Lof" carries forward my Great-Grandfather's story: a man who pursued the American dream and achieved it, who built a farm into a nursery, who helped establish the local fire department that became the heart of our community for generations. Walk into any local firehouse today in Howard County, and you'll likely find someone who knows a Leaf.

He stayed true to his roots while growing something new. Lof = plant = growth.

MLof becomes "My Growth Strategy" and suddenly, everything connects.

Why Plants Matter

This is why plants thread through everything we do. Every business is like a plant. Give it the right attention, nurture it with care, provide adequate light and water, it will flourish. Neglect these fundamentals, and even the hardiest varieties will struggle.

Your business isn't just a venture, it's a living thing with roots in your story, branches reaching toward your vision, and the potential for growth that can nourish not just you, but your entire community. That’s the foundation of a brand identity that matters, one that grows from your truth and sustains real impact.

Just like the legacy my great-grandfather planted that is still being nurtured today.

The Heart of a Brand Identity that Matters

This is what authentic branding really means: finding the thread that connects who you've always been with who you're becoming. It's not about creating something from nothing, it's about discovering what was always there and giving it room to grow.

Your brand identity isn't just a logo or a tagline, MLof Strategies uses its logo to tell stories. It's the story that explains why you do what you do, the values that guide how you do it, and the vision that determines where you're growing.

Lets Talk

What's your Lof? What essence have you been carrying that's ready to take root and flourish?