Creating a Brand That Feels Like You
- Marci
- Jul 18, 2025
- 5 min read
Branding isn’t just about logos, fonts, or catchy taglines (although that is the fun part!). It’s about you. Who you actually are. The joy you feel when you’re operating in your zone of genius.
That was the core message in my recent conversation with business strategist and best-selling author Finola Howard, who reminded us that your joy is a powerful indicator of your genius (and the secret to your success).
Because when you build a brand that actually feels like you, everything changes. Visibility becomes easier. Marketing feels less like a trudge. And you stop second-guessing every. single. decision.
First Up: What NOT To Do
Ever look at your own website or Instagram feed and think, “Who is this?”
That’s a sign you’ve outsourced your identity. Whether to consultants, trends, or even AI tools, the second you start looking outward instead of inward, your brand starts drifting from who you are.
Here’s why it happens:
Fear of being seen. Standing out is vulnerable. It feels safer to blend in, but blending in kills connection—and there's nothing safe about being like everyone else.
Over-consulting. Too many cooks = watered-down brand stew. Trust your own instincts.
Overusing ChatGPT. Yes, it’s powerful. But AI doesn’t know your lived experience, your stories, your gut-level knowing. Use it to accelerate, not decide for you.
What It Means to Create a Brand That Feels Like You
This isn’t just about feeling good—although that is a clue, because as Finola pointed out: joy is an indicator of genius. When you’re aligned with your joy, you’re naturally magnetic. People pick up on it. It makes your brand human, relatable, and real.
Key Signs Your Brand Is Aligned With You:
You feel energized (not drained) by your content
Your clients say things like, “It felt like you were speaking directly to me”
Your marketing gets easier over time, not harder
You don’t need a script to talk about what you do
Start Here: Purpose, Mission, Vision
Before you start thinking about colors or content calendars, ask yourself:
Why are you here? (Purpose)
How will you fulfill that purpose? (Mission)
What does success look like? (Vision)
Don’t skip this! When you know these three things, they become the filter for everything else—offers, messaging, even who you work with.
Most people don’t dig deep enough here. But when you do, you stop building someone else’s brand and start building yours.
Lean Into Your Uniqueness (Even If It Feels Scary)
Feeling like you’re “too much”? Too loud, too soft, too quirky, too real?
Good. That’s your clue. Your too-muchness is where your magic lives.
The sooner you stop apologizing for it and start using it, the sooner you’ll attract the clients who light you up.
Try This: The “What If” Exercise
Grab a journal. Write down 10 wild What if statements—and really dream here.
For example:
“What if I only worked 20 hours a week and made twice as much?”
“What if I built my brand around swearing and spreadsheets?”
Don't filter yourself here. We're getting in the practice of seeing what's possible and crafting the kind of business we can't wait to get back to.
Who Are You Here to Serve?
Now let’s get practical. Your brand doesn’t live in a vacuum—it needs to connect.
Think about:
Who you created this business for
What problem you help them solve
What they secretly dream of
How your personality + style speaks directly to them
Imagine having coffee with your ideal client. What would you say?
That’s your brand voice.
Positioning: Own Your Space
Your uniqueness is your positioning. It’s the thing that sets you apart in a saturated market. You see, most businesses try to be all things to all people, but that’s just a recipe for burnout and invisibility.
Instead, go narrow and deep. For example, you don't need to be the ultimate HR solution for everything. Do the one part of HR that lights you up—and do it damn well. Don’t coach everyone. Coach the person you were 5 years ago.
Positioning is about owning your lane so hard that no one else could possibly copy it—because it’s yours.
Using AI Without Losing Your Voice
Man I love a good prompt. But AI can’t find your genius. That’s your job.
Use AI like a co-writer or assistant. But remember: if you start sounding like everyone else, it’s a sign you’ve stopped listening to yourself and are probably over-relying on AI.
Protect your voice by:
Journaling offline to stay grounded in your truth
Correcting AI when it misses your tone or message
Using it to refine, not define, your ideas
The Real Risk Is Staying Invisible
Yes, visibility is scary. But you know what’s scarier?
Staying stuck in a brand that doesn’t feel like you (and having the disappointing results to prove it).
Creating a brand that feels like you means trading the safe, familiar path for one that’s honest, bold, and maybe even joyful.
Because the price of the new life? Is the old one.
Thrive in 5:
Here are five ways to start stepping into the most authentic version of your brand:
Start with Purpose – Ask yourself: why does this business exist beyond making money? Then write it down.
Spot the Patterns – Pay attention to the traits or qualities you've been told are "too much." These are often clues to your uniqueness.
Say the Quiet Thing Out Loud – If you’ve been holding back an opinion or part of your story out of fear, find one safe place to say it—whether it’s a journal, a friend, or even your next post.
Get Clear on Who You Serve – Visualize and understand your ideal customer deeply, using your origin story as a clue.
Take the Leap—Get Visible – Don’t stop at clarity. Show up. Claim your space. Share your message. The leap is the work.
Final Thoughts: It’s Time to Leap
If you’re at the edge of your comfort zone, wondering if you should take the leap into full-bodied, authentic branding—this is your sign.
Fuck it—do it anyway.
Because you weren’t born to copy someone else’s script. You were born to write your own.
Want More Support?
If you're looking for more support in identifying your unique brand positioning, connect with Finola Howard:
💻 On her website at finolahoward.com
🎙 Listen to her podcast: Your Truth Shared
📱 Or follow her on Instagram: @thisfinolahoward
If you want help building your business, I’m here for that—let's get you set up to thrive.
And if you found this helpful, I’d love to send more guidance straight to your inbox—honest, thoughtful insights for women building coaching businesses with heart and intention.
📩 Join my email list here for weekly encouragement, strategy, and tools to keep you moving—one clear step at a time.
