Define your brand identity in 5 steps
A simple framework to align your brand with what feels true to you.
My husband and I both walked away from our stable jobs, making a combined 6-figures (at a time when household incomes were half that), convinced that following our passion would pay off.
What happened next?
You guessed it.
It DID NOT pay off.
And now, we were broke.
So broke, if someone decided to rob us, it’d just be practice.
We found out very quickly that passion alone wasn’t going to pay the bills.
It wasn’t just the business idea that needed work - it was the whole way we were approaching it, due to our very limited business experience.
One of us needed to go back to a 9-5 while we figured it all out.
After talking about it, we agreed: it’d be me.
Two job offers landed on my plate:
a salaried restaurant management position with brutal hours
a commission-only timeshare sales role with flexible hours
Everyone around me insisted I go for the safe option, the one with the salary.
But deep down, I knew the flexibility of the commission job could give me enough free time to help my husband keep the dream alive.
So, against all advice, I trusted my gut and chose the commission role.
Within the first month, I’d earned $8,000.
By the second, I was promoted to Regional Director after the previous one abruptly quit - all while only working four evenings a week.
The decision to follow the unconventional path didn’t just save us financially; it showed me the importance of leaning into what feels authentic, even when it defies conventional logic.
Did you know that 65% of people who take non-traditional career paths report feeling more fulfilled, even if they’re making less money than before?
We’re often told to choose stability, to play it safe, especially when we’re struggling.
But often times, the real growth - the kind that builds resiliency and authenticity - comes from taking calculated risks.
Defining a brand identity is a lot like that decision I had to make back then:
Do you choose the “safe” approach everyone expects? Or do you lean into what feels true, even if it’s more controversial?
My A.L.I.G.N. Framework is perfect for helping you make that call:
A – Audit Your Strengths and Weaknesses: Look at your strengths and weaknesses honestly. Build your brand around what you’re good at, but be transparent about where you’re still growing.
L – Listen to Your Gut: If something feels off or doesn’t sit well with you, it’s a sign. Trust your intuition as a compass for what belongs in your brand and what doesn’t.
I – Implement Small Changes First: Instead of a full rebrand, test out small adjustments to your messaging, visuals, or tone to see what resonates best.
G – Gather Feedback Regularly: Invite trusted colleagues or clients to share how they perceive your brand. This input can offer insight into whether you’re communicating your identity effectively.
N – Nurture Consistency: Once you find what works, stick to it. Show up consistently with the same values and tone to strengthen your brand presence.
Why This Works
Choosing the commission-only job over the guaranteed salary didn't just help us find immediate stability; it was a turning point that helped me redefine what authenticity and alignment meant for me.
In the same way, defining a brand identity isn’t about simply adopting what’s “safe” or universally accepted - it’s about carving out a space that reflects your true values and unique perspective.
Creating your own category of ONE.
Here’s what you’ll get out of it:
You’ll trust in your intuition over external “guarantees”.
You’ll see calculated risks as part of staying true to your brand.
You’ll keep growing, continually defining your brand in a way that’s both authentic and adaptable.
“Sometimes, the best decisions come from leaning into what feels right - even if it defies logic.”
Your Turn
Take a step back and ask yourself: is my current brand identity truly mine? Or simply a hodgepodge of all the people I’m trying to emulate?
Then brainstorm what your ideal category of ONE would look like - playing up what feels right to you, and getting rid of what doesn’t.
When you trust your instincts, even when they defy logic, you’ll find the confidence to carve out a brand that stands alone.