From Naming to Brand Identity: Triple Think
˙Sandeep Sura – “Embrace your quirks and everything will make more sense.”
[Approx; 5 minute read]
After years of building identities for other brands, I’m finally doing it for myself now. In this case study, I share how my journey unfolded; the trials, errors, and doubt I experienced while building a brand that truly represents who I am. I hope this blog inspires you to trust your process and create a brand that feels authentically you. Enjoy the read!
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Blog Contents
1. How Triple Think was born
2. Cracking and designing my Brand Identity
3. FAQs
*Free PDF download - Brand Name Builder
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Project Overview: Personal Brand Creation
Brand: Triple Think Consulting Limited
Industry: Marketing
Specialisation: Brand Building
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1. How Triple Think was born
After decades of developing brands for clients, it was finally time to build my own. I knew the first step was a name and that’s where the overthinking really began. I went through a list of names that, looking back, make me laugh out loud:
Yellow Crate: To be honest, I got excited about a visual idea first… then tried to force a name around it.
Yellow Sketch: I use to sketch rough guides with a yellow pencil, which I’d then use as the foundation for my designs.
Full Turn Consulting: I was trying to capture the idea of 360° thinking, offering a complete, well-rounded perspective.
I won’t name all of them! But each of these felt off. Thankfully, my close friends and family weren’t afraid to be brutally honest! They’d laugh right in my face and tell me exactly what they thought. But within those fun conversations, something clicked. I realised my whole life had a theme: I was always the kid twisting words, reframing sentences, or turning things upside down just to see them differently. I was lovingly called a “smart-ass,” many times, but I was really just obsessed with thinking in unusual ways, you could even say I was San-DEEP in thought from an early age! Ha ha!
As I dug deeper, another insight emerged: I’ve always had a strange love for numbers that are multiples of three. The number 3 kept popping up in conversations, ideas and even personal milestones. That’s when the idea of Triple Think was born: a name that captured my tendency to think, rethink, and think again, all while nodding to my favorite number.
The best part? When I shared “Triple Think” with my close network, everyone loved it! It felt authentic, personal, and true to who I am, which is exactly what I wanted my brand to represent.
TOP TIP: Don’t rush the naming process. Talk to people who know you well and look for patterns in how you think or work. Your authentic brand name might already be hiding there!
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2. Cracking and designing my Brand Identity
You’d think designing your own logo would be easy after doing it for others for years. Nope. This part hit me with a weird mix of procrastination, imposter syndrome and self-doubt! I spent days (okay, weeks) trying out different directions. Every time I opened a blank art-board, I felt stuck. I knew too much. I cared too much. I wanted it to be perfect. But nothing clicked!
Until I just stopped. I took a break for a solid week. No jokes!
Then... yes! It hit me! The lowercase letters ‘t and t’ from triple think, when rotated and flipped, formed the number 3. And just like that, everything aligned! My initials, my thinking style, my love for the number three! Within hours, I had a logo that made sense. Simple, clever, and deeply personal. It wasn’t forced, and it didn’t need explaining. It felt right.
Final Brand Elements:
The Mark: Two lowercase “t”s rotated and mirrored to subtly form the number 3; representing layered thinking and balance.
Color Palette: I locked in the colors I’ve always gravitated toward; black, white, yellow, and blue. Sorry no forced rationale or deeper meaning for the colors, just a combination that I love.
Visual Identity Approach: I made a conscious decision not to overbuild the brand. Instead of designing a massive brand book upfront, I’ve allowed the identity to grow as the business evolves. One piece at a time.
So far, I’ve worked on my;
Website: www.triple-think.com
YouTube channel: @SandeepSura254
LinkedIn page(s): www.linkedin.com/in/sandeep-singh-sura
And a simple but clean presentation style. I’ve even started branding a few things, but no big corporate-style email signature with a 600-pixel logo block! I’ve also started exploring a video and photography style, but to be honest, I’m still cracking that part. It’s a work in progress, and I’m totally okay with this, even after 2 years!
TOP TIP: If you’re building your brand, don’t wait until everything is ready. Create the essentials. Launch. Then build the rest as you grow. That way, your brand becomes something you grow into, not something that holds you back.
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Conclusion
If there’s one big lesson I’ve taken from this entire process, it’s this: give yourself time. Time to find your footing. Time to let the brand catch up with who you really are. Time to overthink! When I started, I thought I needed a perfect strategy to align my personal brand with the business. But the truth is, there was no master plan. What I had was curiosity, conviction, and a deep love for the things I wanted to learn and do. And that’s what I chose to lead with.
Passion before positioning. That’s what is building Triple Think. So if you’re building your own brand, personal or business, don’t get stuck trying to control every piece from the start. Just begin. Let it breathe.
Click here to > Download my Free PDF - Brand Name Builder
#TripleThink #PersonalBranding #CreativeJourney #DesignThinking
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FAQs
1. I’m using a Gmail address for my business, does it really matter?
Yes, it does. A generic Gmail address can make your business look less established. Setting up a custom domain email (like yourname@yourbrand.com) adds instant credibility, especially when reaching out to clients, collaborators, or potential sponsors. It also helps keep your personal and business worlds separate.
2. How do I balance my personal brand with my company brand?
Lead with your personal brand early on, people trust people, not logos. Let your personality, values, and tone guide the company’s early identity. Over time, you can dial up the corporate structure as your team and audience grow. Don’t be afraid to research to see if aligning works better or separating the brands.
3. I’m not a designer. Can I still build a strong brand?
Yes and to a certain point. Start with clarity before creativity. Know what you stand for, who you want to serve, and what kind of impression you want to leave. Work with what you have and test the waters, then collaborate with a professional once you’re clearer.
Hello! I’m Sandeep Sura, Founder and Creative Director of Triple Think Consulting. With over two decades of experience in the Advertising industry, my passion for everything that has to do with Brand building drives everything I do. I love blending my creativity with strategy to deliver impactful work. If you have any more questions or want to collaborate on any projects for your brand - feel free to get in touch. To contact me > click here
Thank you for reading! I’d love to hear your questions or thoughts - leave a comment below!