You’re in Stage 2: The Chrysalis

You're in Stage 2: The Chrysalis

Well done, you’ve come a long way!

Before we get to “what’s not working”, let’s take a moment to appreciate everything you’ve achieved so far – it’s more than most businesses owners ever manage to do. Your hard work will pay off, as long as you keep learning new ways to differentiate and uplift your brand.

You’re probably aware that something’s not quite right in your branding, but you can’t put your finger on it. You’re eating up all the DIY tutorials and may be happy with your results for awhile, but later you realize this is still not it. Maybe you’ve even commissioned a logo on Fiverr, thinking that at least you’ll get some semblance of professionalism.

This is what I call the “scrapbook approach” to branding. You’re lifting bits and pieces from all around, customizing templates, experimenting with your own aesthetic choices, and it results in a mishmash of different influences that may not work together very well. The scrapbook brand sends a mixed message and confuses your potential clients.

The correct approach to branding is to get to the core of what makes your business different, and build an entire library of visual assets around this idea.

I’m not talking just about the logo here. All the visuals that the client sees from the very first time they encounter your content, to the sales process, your onboarding process, your service delivery, and your invoicing, needs to tell a coherent story and reinforce the trust they have in you as an expert.

What to read next

My book “The Human Centered Brand” teaches you how to create a magnetic brand and promote your business with clarity, ease, and authenticity. It’s a self-study class packed in a book, perfect for business owners who are on a tight budget, or preparing to invest in a professional brand. Download the free chapter and the worksheets see if this approach resonates with you at

The Human Centered Brand by Nela Dunato: A Practical Guide to Being Yourself in Business

Here are some free articles that I recommend in your current stage:

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