The Superpower of Heart and Humanity
Before we dive into this superpower, let’s clear something up: Are you working on a personal brand or a business brand? Because when it comes to strategic branding, this isn’t about personality typing or “what feels right.”
We create brands on purpose. That means your brand’s superpower should be chosen based on what your audience actually wants and needs, and how you can differentiate yourself from everyone else in your space. Your own personality? It matters—but it’s not the whole story.
So before you start applying this to your brand, ask yourself: Is Making Connections the superpower your audience craves? If yes, let’s go.
TL;DR
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What Making Connections means
This superpower is all about emotional resonance, relationships, and community. If your brand leads with Making Connections, it thrives on heart-centered values like empathy, inclusivity, and shared experiences. You want your people to feel seen, heard, and supported.
The three archetypes that live within this superpower are Caregiver, Neighbor, and Lover. Together, they focus on building bonds, creating safe spaces, and making people feel like they belong.
Strengths:
- Emotional intelligence – Your brand just gets people.
- Loyalty and warmth – You build long-term, meaningful relationships.
- Inclusive messaging – Everyone is welcome and valued.
Weaknesses:
- Overgiving – You can burn out or blur boundaries by always giving.
- Lack of structure – Too much “heart” without enough clarity can lead to confusion.
- Difficulty standing out – Being kind is powerful, but you still need a clear position in the market.
Brand Goal
To create a brand that nurtures belonging, builds trust, and turns customers into a close-knit community.
Brands with the Making Connections superpower are seen as supportive, warm, and relational. Your role isn’t just to solve a problem—you’re creating a space where people feel understood, valued, and cared for.
This superpower often shows up in brands that:
- Prioritize emotional well-being and relationships (like therapists, doulas, or life coaches)
- Build strong communities (such as local businesses, group programs, or membership-based models)
- Offer deeply personalized service (think concierge-style wellness, boutique practices, or heartfelt client experiences)
Customers turn to these brands when they want to feel supported, connected, or emotionally safe.
Client Case Studies: Chiropractic Brands with a Connection Superpower
To illustrate how this plays out in real-world branding, here are examples from my own clients who embody this superpower.
Example 1: ALIVE Wellness Center
ALIVE Wellness Center is where expert care meets heartfelt connection. Named for the acronym Always Living in Vibrant Energy, ALIVE represents a return to vitality—physically, emotionally, and energetically. Here, healing doesn’t just happen on the table—it happens in the conversations, the stillness, the trust.
Founded by a doctor deeply devoted to her patients and her craft, ALIVE offers a level of care that’s rare in today’s fast-paced world. Appointments are intentionally longer, allowing time for not only the adjustment, but also for resting, releasing, and being truly seen. Sometimes the most important shift isn’t physical—it’s emotional. And sometimes, the most powerful adjustment is simply holding space.
Logo: The new, stylized sun replaces the former cartoonish icon with an elevated symbol of radiance and restoration. It reflects the energy that returns when the nervous system is at ease, and mirrors the warmth and clarity that patients often say they feel after a visit.
Color Palette: Deep navy and rich gold lend an air of calm elegance and trust. These hues create a grounded, luxurious experience that aligns with the depth of care provided, while soft neutrals in the space offer a peaceful, restorative backdrop.
Messaging: “We don’t just care for you. We care about you.” This isn’t just a slogan—it’s the ethos behind everything ALIVE offers. Patients aren’t rushed or reduced to symptoms. They’re honored, listened to, and supported in their journey toward vibrant energy.
Brand Execution: From the plush seating and thoughtful design to the time-built-in for reflection after adjustments, every element of ALIVE is designed to feel personal, peaceful, and deeply nourishing. It’s more than a wellness center, it’s a place to come home to yourself.
Example 2: Ondaki Chiropractic
Ondaki isn’t just a chiropractic practice, it’s a movement. A wave. A ripple effect.
Rooted in the made-up word blending onda (wave) and ki (life force), Ondaki represents the unseen currents of healing that start within a person and radiate outward, touching families, classrooms, and communities. Founded by Dr. Steve with a deep reverence for educators, Ondaki exists to serve those who serve others. Teachers, mentors, school staff, and people whose well-being echoes through generations.
Logo: The O in Ondaki becomes a visual metaphor—a stylized ripple, centered with intention and topped with a single drop. It reflects the quiet, powerful impact of care that starts from within and expands outward. This ripple isn’t loud. It’s lasting.
Color Palette: Rich forest green, clay brown, and soft neutrals ground the brand in the earth and evoke feelings of calm, growth, and trust. It’s a palette that feels both nurturing and wise, just like the teachers Ondaki serves. Ondaki is located in Colorado, and the brand’s color palette honors that location and the connection to nature.
Messaging: Start a ripple. It’s more than a call to action, it’s a philosophy. Every adjustment, every conversation, every moment of care has the potential to shift something greater. At Ondaki, healing one nervous system at a time means tending to the roots of future change.
Brand Execution: Ondaki is warm, welcoming, and deeply relational. Appointments are spacious, with time for conversation, laughter, even tears. Dr. Steve knows that healing happens in connection—and that nervous systems respond best when they feel safe, seen, and supported. Whether it’s a stressed-out teacher or a retired principal still carrying tension from decades past, everyone who walks through the door feels that this is a place where they matter.
Practical Ways to Leverage This Superpower
If your brand falls into the Making Connections category, here’s how you can apply this superpower effectively:
Lead with empathy
Don’t be afraid to show real emotion in your brand. Connect through shared stories, client experiences, and honest reflections.
Action step: Share a heartfelt story or customer transformation on your homepage or About page.
Build community
Whether through Facebook groups, in-person events, or personal check-ins, your audience wants connection. Give them a place to belong.
Action step: Start a weekly community email, circle, or forum to keep conversations going.
Personalize the experience
Ditch the cookie-cutter and make people feel special. Send handwritten notes. Remember milestones.
Action step: Automate birthday or “milestone” check-ins in your CRM.
Be consistent in your warmth
From your color palette to your voice, keep your brand experience emotionally cohesive.
Action step: Audit your messaging for tone and warmth across platforms.
Don’t forget to lead
Kindness doesn’t mean passivity. You still need a strong point of view and a clear call to action.
Action step: Strengthen your calls-to-action with emotionally compelling language that invites action, not just appreciation.
What’s your brand’s superpower?
Are you ready to discover your brand’s superpower? This is what makes your brand stand out and lets you unleash its full potential! Our free 5-minute assessment is designed to help you uncover the secret to your brand’s success. No more cookie-cutter chiro brands!
Next Steps
When you lead with connection, you build a brand people don’t just buy from—they build relationships with. And in a world of noise and novelty, connection is what keeps people coming back.
If you resonate with the Making Connections superpower, it means your brand has the potential to bring people together and make them feel seen and heard. Your next step? Use this insight to refine your brand strategy.
Want to know your brand superpower? Take the quiz!
Need help applying this to your brand? Let’s talk! I specialize in brand strategy for connection-driven businesses. Schedule a Discovery Call with Pacha to start building a brand that stands the test of time.
By leaning into your superpower, you can create a brand that not only stands out but also stands the test of time.
Read the Whole Series
- Providing Structure
- Inspiring Greatness
- Making Connections
- Initiating Action (coming soon)
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