It’s no secret that the internet is a crowded room these days, no matter what niche you’re in there are hundreds of people offering the same services as you, coaches teaching the same topics as you and bloggers creating the same content as you… so how the HECK do you get known, get noticed (and make bank) in such a crowded marketplace?

How do you stop having brand FOMO, stop creeping other people in your industry and wondering how they make their stuff look so damn polished.

How do you stop asking yourself “how the heck am I going to stand out?”

The answer is right here.

Read on.


**WARNING ** Homework ahead. You have to DO THE WORK if you don’t wanna be just another (insert what you do here)


As you guys know, I am all about brands that mean business, brands that have an impact, and brands that people recognize, trust and respect.

Today, I want to help you create a strategy to build your brand like a boss.  

We are talking the exact steps I took to build my brand.  

Here is what's going down in this post:

1] How to create your brand’s body

2] How to show up in a unique way that will stand out in a sea of sameys

3] How to attract an audience of raving fans who trust you and are ready to invest in you.   

Lets dooo this thangggg!



“A Brand that has crystal clear messaging – never leaving people confused as to what it is they do”


Building a trustworthy brand isn’t just about picking nice website colors, a logo, and a pretty font.  Branding is what people remember when they think of you and your business as a whole. It is how you show up to the world.  

Every trustworthy brand out there was built on a crystal clear foundation. They have a consistent message about who they are and what they stand for.

Getting clear on who you serve and the way you serve them is the only way to stand out as a brand and find your tribe.

Think of all the big brands you know and notice how they communicate, how they show up to the world. Successful brands are consistent throughout all their messages online, and offline.

Get your notebook out and answer these questions. AND, do this even if you THINK you already know the answer…. do it again (I answer these questions all the time in my business to help gain clarity and direction).

I challenge you to set a timer for 10 minutes and answer these questions (can you do it?)….

  • Who do I serve?
  • What are they feeling?
  • What do they say they want?
  • What do I know they really need?
  • How do they want to feel?
  • What’s stopping them from getting there?
  • What’s their average day like?
  • What do they love about you?

With that being said, your brand is
allowed to grow and evolve with time. Yet, every time you re-brand yourself and your business, you need to be crystal clear about who you are, who you serve and the way you will show up.  

If you don’t develop a solid brand identity and core message, your clients and audience can (and will) sense the uncertainty in your brand.  They can’t truly see what you are about and won’t fully trust you. You need to do the work and get crystal clear about your brand identity and every aspect of your brand during each transition.


Whatever you are doing in the moment, do it like a boss” – Stephanie Joanne




Define the “BODY” of your Brand



In order to hone in exactly what your brand is going to be all about, you need to figure out what you are all about.  

Pick up a journal and start exploring:

Now, how about answering these questions in another 10 minute sprint…

  • What do you love to do?
  • What lights you up?
  • What topics do you love to talk about? In other words, what’s your jam?
  • What makes you… You? Are you a coffee lover? Love traveling? Do you spend every weekend at home reading mystery books like nobody’s business?  Write it all out!

This will help you create the “BODY” of your brand.

Your brand’s body consists of all the elements that will make your brand unique: what you stand for, your personality type, how you show up to your audience, topics you want to be known for…

As you journal, brainstorm keywords and topics you want to be associated with. These topics and keywords are what you are passionate about and what you want to be known for as the expert.  

For example, when you think of me you probably think about sales funnels, brands that mean business, no bullshit personality, authenticity, business empires…


It is important to stay true to yourself as you build your brand's body. This is your shot to stand out from other businesses that all look the same, and build your memorable brand.

A lot of people get confused about building their brand, and start checking out other people in their niche to get inspired on how to get started.  

While it is great to seek out knowledge from other experts in your niche, or brands that seem like they “made it”, keep in mind that blindly following their style makes you a copycat.  

People can sense you are unauthentic, and your business, services or product will reflect that. Don’t be a samey!




Creating your “BRAND DOC”


Once you decided what your brand is all about, the next step in this process is to put all these pieces together into a brand document that embodies all of your brand’s aspects.  


  1. Write up your story. Emphasize on your journey. Include your pain points.
  2. Expand on what makes you unique as a person, as we discussed before. Include your quirks. What makes you YOU!
  3. Describe how you want to show up to the world. What topics do you want to be known for?

The Brand document will help you:

  • Stay true to your brand’s core value throughout your messages (blog posts, products, services, speaking gigs, the way you show up).
  • Legitimize your brand as you put it on paper. You can send this document to people you work with to let them know what your brand is about. This helps them serve you better and avoid inconsistencies (website designer, virtual assistant, copywriter, etc.)
  • Get inspired. We all come to a block at one point or another in our business, and we need inspiration about our next project or launch. Revisit your brand document and see what your audience may need help with.

There is no separation between church and state when it comes to your brand; as you write up your brand document, keep in mind that your personal brand is about YOU!

People relate to people and this will help you show up as a “real person” behind your business, rather than a corporate entity hiding behind a logo.

This is the way to build an authentic relationship with your audience and clients. The real deal my friend 😉




People invest in brands they trust.  

And fun fact: they can’t trust you unless they find you first and love what you are all about.

Only then can they make a conscious decision to invest in you. This is how you build a thriving business and an audience of raving fans.


Know => Like LOVE => Trust


Aim to provide massive value

In order for them to make the transition from simply knowing you to liking you and then trusting you, you need to be the expert who provides massive value.  I’m talking the kind of information you could charge for, only you are giving it to them for free.

The magic happens when you show up as the expert in your brand, while still sharing your story and pain points with your audience. You humanize your brand, and make you more relatable.  

They will trust you even more when they see that you walked their path and know exactly how they feel and what their challenges are.

Communicate as if you can read their mind

Think of your audience’s main challenges. Put yourself in their shoes and feel their pain.  Know them so well that when you speak to them they think you can read their thoughts.   This builds connection and trust.

Psst: This only comes after spending the time understanding them.   

I know this is a lot of info to digest, but before moving on to the last step, let’s recap:

  • Get crystal clear about what your brand’s identity is.  Create your brand “body” by knowing what YOU are about. Know your personality, what lights you up, what topics are you passionate about? What do you want to be known for? Brainstorm keywords.

  • Get clear about who you want to serve, what their challenges are and how you can help them through your own experience.  Get in their heads and try to “feel what they feel”.  You want to be relatable, you want to be authentic in your messages, and you want to be seen as the expert who can take them from point A to point B while understanding their core frustrations.

  • Create your brand document. Include your story and journey that led you to where you are now. Your brand document embodies your brand’s core values and will help you stay true to your message.

  • Show up as the expert “who’s been there”. The way to do that is by providing massive value, sharing your story and pain points (your brand document will help you generate new, consistent content), and being authentic to your true self. People will transition from simply knowing you to liking you and trusting you. You then can build an audience of raving fans who are ready to invest in you.




Now that we created a brand identity and we know who we are and who we want to serve, we are going to work on taking control of HOW YOU SHOW UP.

I know we talked about how important it is to craft your brand identity and be consistent throughout your brand messages. But how do you go about building that brand style you want to be known for?

How do you take all the information you gathered so far and create your brand personality in a way that resonates with who you want to serve?

You need to know your audience in detail. In addition to knowing their challenges and frustrations as we talked about before, you also need to know their communication style and who they are as a person.


A great exercise to do is to write a journal entry as if you are your ideal client.

Write in their own unique words. Describe how they spent their day, what interests them, how they like to spend their time?

PS: I hate to break it to you but as you do this you need to know that not everybody will like you and that’s totally okay. You only want the people who are in it for the long term.

For example, if you are a personal trainer who has kids, and are helping stay at home moms who want to workout at home and lose weight; your message may not resonate with other women who don’t have kids and are more interested in going to the gym to take classes 4 times a week.




Let’s look at my brand as an example. When I first started the process outlined in this post, I had this idea of what a business coach should look like. I thought I needed to show up as this polished, corporate and professional person.  Yet, this was not me. It was not who I truly was, and it was not who my audience truly was.

I did the work to know that my people are just like me. They are passionate people with a mission who want to make an impact and do business on their own terms [that would be you!]

They don’t care if I show up with casual clothing in my live videos, and I wouldn’t have stayed true to myself and my brand core values if I deviated from my true path and decided to show up as this polished corporate business coach.

Heck, I would have built this unauthentic image of myself that would attract an audience I don’t relate to, and who will sense the uncertainty behind my brand a mile away.


My point is that you need to do YOU to attract the right audience that will connect to your authentic self.


Think of the top 3 brands that you connect the most with.

What are they all about?

How do they communicate their messages?

What’s their style?

Why do you connect with their style?

You will notice that these brands are crafting their own path. They have their own unique style and doing it their own way.


Now, get started on writing up your brand document and let every aspect of your business and how you do your business reflect your style!

Just remember that without doing the work, you are very likely to be lost in a sea of sameys struggling to stand out.

Fortunately, you have this guide to help you not let that happen.