What makes you 'You'? Building a Brand That Feels like Your Business

Ever landed on a website or scroll past an Instagram profile and thought, "That doesn’t feel real"? That’s the trap of branding gone robotic. So let’s talk about authenticity and how to build a brand that feels just like you.

Start with real values

Your business isn’t just what you sell or what service you provide. It’s why you do it. What gets you out of bed? Maybe it’s a passion for sustainability, or a love of problem‑solving, or simply helping others feel more confident.

Articulate those values in plain, human language, avoid marketing jargon like "solutions­‑oriented" or "synergies." Instead, frame the real motivation behind your work. That’s the glue your audience connects with.

Let your voice shine

Your brand voice should sound like a (very polished) version of yourself or your team. Are you warm and conversational? Quirky and creative? Calm and measured?

Use that tone consistently in emails, social updates, blog posts, even quick replies. If you’re naturally chatty, let clients see that. If you’re more thoughtful and detail‑driven, let that shine in blog‑length insights. Consistency builds recognition and trust.

Mirror your working day in your online presence

Your brand shouldn’t feel staged. Share behind‑the‑scenes glimpses: your team sketching ideas, how you problem‑solve a tricky brief, even the coffees in the morning. People relate to process as much as outcome. Use real images, hold back on stock every time you can.

Align visual brand

Your visuals, colours, fonts, imagery, should echo your values and ethos. A bold, bright palette works if you’re energetic and youthful. Soft tones suit calm or thoughtful brands. Minimal typography? Perfect for something sleek and professional.

If your brand voice is casual, don’t pair it with chunky formal fonts. That mismatch feels disjointed. Visual cohesion matters.

Check for forced moments

If your posts feel staged, or you’re forcing witty captions, pause. Look at your last few updates: do they feel you? If something sounds like a marketing exercise rather than a genuine thought, rework it. Better to post less often and sound authentic than post daily and sound hollow. Authenticity can’t be rushed.

Refresh without losing self

As businesses grow, language and visuals naturally evolve and that’s okay. Just make sure each change still aligns with your core. If you’ve always championed personal service, don’t suddenly launch copy that feels impersonal or tech-first.

Growth’s good. But stay rooted in what makes you  ‘you’.

When your brand feels like you, magic happens:

• Clients feel seen: they know you speak their language.

• Your team feels aligned: working from shared values and tone.

• Your content is easier to create: because it’s just the real you talking.

• Your brand stands out: not because of flashy slogans, but because it feels human.

  
  

If your online presence is starting to feel like a script, this is your gentle nudge to get personal. Remember: your brand is the everyday you, in all your quirks, values, and voice. Lean into that, and your audience will do the rest.