Introduction: When Your Brand Looks Right, but Feels Off

Building a creative brand is a lot like creating art – it’s deeply personal yet inevitably tied to the world outside yourself. For creative business owners, there’s a constant push and pull: your brand needs to reflect your vision, but it also needs to connect with others. Somewhere along the way, many creatives lose sight of their original spark, ending up with a brand that feels polished but hollow.

You might have the perfect logo, a beautifully designed website, and an Instagram grid that’s aesthetically flawless, but if it doesn’t feel like you, you’ll struggle to connect with your audience – and even yourself. A brand that doesn’t feel right is like wearing an outfit that looks great in the mirror but makes you want to change the second you step out the door. It’s like wearing a costume that looks impressive but makes you itch – distracting, uncomfortable, and eventually, exhausting.

So why does this happen? Why do so many creatives end up with a brand that looks good on the outside but doesn’t quite fit? And how do you build a brand that feels effortless, aligned, and uniquely yours – without second-guessing every decision along the way?

Let’s dig into what’s really going on.

What Does It Actually Mean for a Brand to “Feel Like You”?

A brand that feels like you isn’t just one that visually represents your business. It’s one that reflects your values, creative quirks, and personality. It leans into the way you naturally connect with others, building genuine emotional connections that make your audience feel seen and understood. And it grows alongside you as your creative practice evolves.

So many creatives follow branding advice that tells them to focus on what their audience wants. And yes, your brand needs to connect with people – but not at the expense of your own voice. If you’re contorting yourself into something you think will be more “marketable,” you’re building a brand that’s performative, not authentic.

The real secret to branding isn’t about trying to please everyone. It’s about creating something that attracts the right people – those who genuinely connect with what you do.

When your brand feels like you:

• You show up with confidence because everything feels aligned.

• Your messaging is clearer because you’re not overthinking it.

• You naturally attract people who resonate with your creative energy.

So stop trying to follow a cookie-cutter branding formula that wasn't made for you. The magic happens when you stop overthinking and lean into what makes your work feel unmistakably yours.

The Three Hidden Barriers to a Brand That Feels Like You

Even the most talented creatives hit roadblocks when trying to create a brand that feels authentic. Let’s uncover the three hidden barriers that might be holding you back.

Barrier 1: Over-researching and “Comparison Creep”

It’s natural to look at what others are doing for inspiration, but when research turns into over-research, you run the risk of drowning out your own instincts. Too much time spent analysing competitors or trying to find the “right” way to brand yourself can lead to a watered-down version of what you actually want to create.

If you’re feeling stuck, ask yourself: Am I making choices based on what excites me, or based on what I think will be most accepted?

To break out of the cycle, limit how much time you spend researching, and start seeking inspiration from sources outside your industry – art, music, nature, even personal experiences. The best brands don’t come from following trends; they come from originality.

Barrier 2: The Fear of Being “Too Much” or “Not Enough”

One of the biggest reasons creatives end up with a brand that doesn’t feel like them is fear. Fear of standing out too much. Fear of not being seen as “professional” enough. Fear of alienating potential clients by being too different. And then there’s imposter syndrome – the nagging voice that tells you you're not experienced enough, skilled enough, or 'legit' enough to claim your space.

But the thing is, imposter syndrome thrives on keeping you small, making you think that playing it safe is the answer. The reality? Blending in is far riskier than standing out. If your brand is forgettable, you’ll constantly be fighting for attention. If it’s bold, clear, and unique, the right people will find it and connect with it effortlessly.

If something in your brand excites you but makes you think, *Can I really get away with this? – the answer is probably yes.

Barrier 3: Confusing Consistency with Uniformity

You've probably heard how important it is to “stay consistent” with your branding, but many creatives mistake consistency for rigidity. You don’t have to show up in the exact same way all the time. Your brand should have room to evolve, just like your creativity.

Think of your brand identity kind of like a capsule wardrobe. It’s intentionally designed, flexible, and adapts with you over time, rather than boxing you into one rigid look forever. If you’re feeling stuck, it might be because you’ve set rules for yourself that are too restrictive.

A New Approach: Building a Brand from the Inside Out

To create a brand that feels right, you have to start from the inside. Instead of focusing on external expectations, shift your attention to what makes your creative work unique.

Step 1: Find Your Creative Essence

Your creative essence is what makes your work unmistakably yours. It’s not just about what you create – it’s about the emotions, energy, and purpose behind it.

Ask yourself:

• What emotions do I want people to feel when they experience my work?

• What themes or ideas show up in my creative process again and again?

• What makes my approach different from others in my field?

The answers will help shape the foundation of your brand.

Step 2: Design for Connection, Not Just Aesthetics

It’s easy to get caught up in how your brand looks, (and let's be honest, that's the fun part!) but branding is just as much about feeling and connection. The most memorable brands aren’t necessarily the most “polished” – they’re the ones that create an emotional response.

Instead of worrying about whether your brand looks professional enough, ask yourself: Does this feel aligned with who I am?

Step 3: Let Your Brand Story Lead the Way

Your brand story is more than just an “About” page – it’s the heartbeat of everything you do. It’s the why behind your creative work, the experiences that shaped you, and the perspective that makes your brand unlike anyone else’s. When your branding is deeply rooted in your story – your journey, your challenges, your wins – it creates something magnetic. It draws in the right people not just because they like what you do, but because they connect with who you are.

But the truth is, stories evolve. Your brand’s story isn’t something you write once and leave behind – it’s something you revisit, refine, and expand as you grow. If your brand ever starts to feel off, misaligned, or uninspired, take a step back and return to your story. Chances are, the answer is there. That’s where the most authentic branding decisions happen.

Why Vision Matters More Than Trends

Trends can be tempting, and let’s be honest, it’s easy to feel like you need to jump on whatever’s trending on Instagram this week to stay relevant. But here’s the catch – when you build your brand around what’s currently popular, you’ll always be playing catch-up. What’s trending today will be old news tomorrow, and constantly reshaping your brand to fit what’s in risks making it feel scattered and inauthentic.

Instead of letting outside influences dictate your choices, focus on building a brand that’s designed to last. A brand that evolves naturally with you, reflecting your growth rather than chasing fleeting trends. Because the strongest brands aren’t the ones that follow every shift in the market – they’re the ones that stand firm in their vision and adapt on their own terms.

One of the best ways to do this is to schedule a brand check-in with yourself every year. Ask:

• Does my brand still reflect who I am and where I want to go?

• Am I making branding decisions based on my own vision, or based on what I think will “perform” well?

Your brand isn’t something you set once and forget. It’s a living, breathing thing, just like your creativity.

Final Thoughts: Building Something Only You Can Create

The world doesn’t need another cookie-cutter brand. It needs your voice, your creativity, and your vision. Building a creative brand that feels like you isn’t always easy – it takes deep reflection, experimentation, and a willingness to embrace imperfection. Every decision, from your visuals to your messaging, should feel like a natural extension of you, not something forced to fit an external mould. This process is about uncovering what makes your brand truly yours, rather than layering on trends or strategies that don’t align. It’s about giving yourself permission to build something that feels right, even if it doesn’t follow conventional rules. But the payoff is worth it: a brand that feels aligned, authentic, and uniquely yours.

Because the best brands – the ones that stand out, attract the right people, and feel effortless to maintain – are the ones that are built from the inside out. So trust yourself, embrace what makes you different, and create something that feels like home—not just to your audience, but to you.

And if you need a little help figuring it out? Let’s chat. I help creative business owners build brands that don’t just look good but feel right—without losing the heart of what makes them unique.