What to Do When You Feel Like Your Creative Brand Isn’t Working
Something Feels Off… But What?
You’ve put time, energy, and heart into your brand. You’ve got a logo, a website, maybe even a brand strategy. But something isn’t clicking.
Maybe your brand isn’t attracting the right clients – the ones who truly value your work and are happy to pay for it. Maybe your brand identity feels disconnected from where your business is heading. Or maybe marketing feels like an uphill battle because you’re not sure how to position yourself or communicate your brand message effectively.
You’re not alone – seriously, I see this all the time. Brand misalignment is one of the most common struggles for creatives. And let me tell you, it’s not because you’re doing something wrong. It’s because branding yourself is ridiculously hard. When you’re knee-deep in your own business, it’s almost impossible to step back and see what’s actually working (and what’s quietly holding you back).
If your branding, messaging, or visuals aren’t working the way they should, let’s break down why – and what you can do to fix it.
Signs That Your Brand Isn’t Working (and What’s Causing It)
So, how do you know if your brand actually isn’t working – or if you’re just overthinking it?
If any of these sound painfully familiar, your brand might need realignment:
1. You’re attracting the wrong clients.
You’re getting inquiries, but they’re not from the kinds of clients you actually want to work with. Instead, you’re stuck in a cycle of clients who:
✖️ Don’t quite get what you do
✖️ Question your prices
✖️ Expect way more than they’re paying for
Why this happens:
Your brand message isn’t clear enough about what you offer and who it’s for.
Your visuals, website, or content might be sending the wrong signals.
You’re trying to appeal to everyone instead of your best-fit clients.
How to Fix it:
✦ Get clear on who your dream clients are – not just on paper, but in real life. What do they value? What do they need help with? How do they describe their problems?
✦ Audit your website and social media – does it clearly communicate what you do and who you do it for? Or could someone land on your page and still be confused?
✦ Refine your brand message – if you’re struggling, my Ideal Client Workbook will help you define exactly who you’re meant to serve.
2. Your messaging feels generic or unclear.
When someone asks what you do, do you:
✖️ Ramble for way too long?
✖️ Struggle to explain it in a way that sounds compelling?
✖️ Default to something super vague like “I do a bit of everything”?
Why this happens:
Your brand positioning isn’t well-defined.
You’re using broad or industry-generic language that doesn’t set you apart.
You’re trying to appeal to too many different people at once.
How to Fix it:
✦ Define what makes you different – why should someone work with you over anyone else? This doesn’t have to be dramatic – it could be your unique process, your personality, or your values.
✦ Simplify your core message – try writing a one-sentence version of what you do. If it takes a paragraph to explain, it’s too complicated.
✦ Test it out – describe what you do to a friend or fellow creative. If they don’t instantly get it, you might need to tweak your wording.
3. You feel disconnected from your brand visuals.
Your logo, colours, or website might have once felt exciting, but now? They feel outdated, generic, or just… not you anymore.
Maybe you DIY-ed your branding in the beginning, and now it doesn’t match the quality of your work. Or maybe your business has evolved, but your visuals are stuck in the past.
Why this happens:
Your brand has grown, but your visuals haven’t.
You built your brand around trends instead of something deeply aligned with your business.
Your visuals might be attracting the wrong audience (for example, soft pastels might be bringing in budget-conscious clients when you’re trying to attract high-end buyers).
How to Fix it:
✦ Assess your brand’s visual identity – does it reflect your business today? Or does it still look like the "starter version" of your brand?
✦ Look at your competitors, but don’t copy them – if you blend in too much, you won’t stand out.
✦ Consider a refresh or rebrand – if you’re not sure which one you need, check out my guide: How to Know If Your Brand Needs a Refresh (or a Full Rebrand!).
4. Marketing feels like a chore.
You know you should be posting, emailing, or showing up for your business… but every time you try, you hit a wall.
When someone asks what you do, do you:
✖️ You don’t know what to say.
✖️ You second-guess yourself constantly.
✖️ You feel like you’re forcing it every time you show up online.
Why this happens:
You’re unclear on your brand voice or key messages.
Your branding doesn’t feel aligned, so you’re struggling to confidently represent it.
You haven’t developed a clear content strategy that supports your brand positioning.
How to Fix it:
✦ Create content around your brand values and expertise—what do you want to be known for? Start posting about that.
✦ Batch content in a way that feels sustainable—if social media feels overwhelming, try planning your content ahead instead of scrambling for ideas last-minute.
✦ If marketing feels hard, it’s often a clarity issue—when your brand is well-defined, showing up feels easier. If you need help, a Brand Clarity Kickstart session can pinpoint what’s missing.
5. You keep tweaking things, but nothing feels ‘right.’
You’ve changed your Instagram bio 17 times this month. You’re constantly playing around with new website fonts. You keep rewriting your About page – but it still doesn’t feel aligned.
Why this happens:
You’re making surface-level tweaks without fixing the deeper brand misalignment.
You’re trying to fit into someone else’s branding ‘shoulds’ instead of creating something that reflects you.
How to Fix it:
✦ Take a step back and stop tweaking for a minute – instead of changing small things, ask yourself: What’s the real problem?
✦ Get feedback from someone objective – you’re too close to your brand to see it clearly. Talking it through with an expert (or even a trusted peer) can help you spot what’s really missing.
If you keep second-guessing your brand, it might be time for a strategic reset. A Brand Clarity Kickstart is a structured way to get clear on what’s working and what needs to change.
Next Steps
If any of these signs hit home, your brand might not be fully aligned with where your business is going.
Want to stop second-guessing and finally feel confident in your brand?
Let's pinpoint exactly what's off and create a clear plan forward.