Owning Your Brand Energy: How to Build a Brand That Feels Like the ‘Current’ You
The moment I stopped trying to fit the mould - and realised my brand was always wearing activewear.
For years, I thought professionalism meant polish.
Structured outfits. Neat hair. A tidy desk.
Meanwhile, my most inspired ideas arrived when I was in movement - in leggings, sneakers, baseball cap, post-walk glow.
I used to question that. Wondering if it made me look less credible, less like the women I saw online - curated, composed, camera-ready.
But lately, I’ve realised that what I wear isn’t separate from how I work. My clothes are an extension of my energy - of the way I move through my days, create, support, and lead.
The Invisible Language of Branding
We often think branding is fonts, colours, or logos - but true branding is so much more than that. It’s an energy - a frequency.
It’s the invisible conversation your energy is having before you even speak.
It’s the feeling people get when they land on your website, open your email, or watch you share something on video.
Every detail - the tone of your emails, the imagery you choose, the way you sign off, how you show up in meetings, what you wear while you work, communicates who you are.
We buy from people who feel real to us. People whose energy and values resonate, not because they look perfect, but because they look true.
This Is My Initiation
So this is me, owning it.
Activewear isn’t just my outfit of choice. It’s part of my brand.
It represents movement, wellbeing, freedom - the same values I bring into every system I build and every client I support.
I’m no longer trying to look “the part.” I am the part.
The woman who walks every morning, thinks best with her feet on the ground, and believes structure should feel like self-trust.
That’s the energy I want reflected across everything I create - from my services to my website, my emails to my social media.
Your Brand Is Speaking - Are You Listening?
Whether you’re a coach, creative, or practitioner, you’re always communicating something.
The question is: does it still match who you really are?
Because your brand isn’t just what you post - it’s how it feels to work with you. How you move through your day. How you treat yourself and your clients.
When those things align, your brand becomes magnetic. It doesn’t need to shout - it just resonates.
The Brand Alignment Audit
As I’ve been embracing this next season - showing up in my activewear, letting my brand match my energy - I’ve realised this isn’t just about clothes.
It’s about coherence and authenticity.
Every part of our business - our emails, websites, booking systems, social media, even our homes - holds an energy. And when one piece falls out of alignment, we feel it. Things start to feel sticky, disconnected, or heavy.
So consider this your cue to pause - and check in. You don’t need a PDF or a workbook. Just your intuition, a few quiet minutes, and maybe a notebook to capture what comes up.
1️⃣ Energy & Essence
What energy do you want people to feel when they land in your world - grounded, creative, calm, empowered?
Does that same energy show up in how you move through your workday?
Are there parts of yourself you’ve been hiding — your humour, softness, playfulness, intuition?
What helps you feel most you - and how could that show up more in your brand?
Example: Maybe you’ve been trying to sound more formal in your emails, but your natural tone is conversational and warm - maybe it’s time to let that through.
2️⃣ Visual Identity
Do your photos and colours still reflect who you are now - not the version of you from two years ago?
Do your visuals feel like an invitation or a mask?
What imagery truly captures your energy today - movement, light, nature, stillness?
Example: Maybe your brand photos were all taken indoors in neutral tones, but you actually work best outdoors in sunlight - perhaps it’s time to add more natural, movement-based images.
3️⃣ Voice & Messaging
Does your copy still sound like you when you’re confident, calm, and connected?
Are there words or phrases you’ve outgrown?
Are your calls-to-action pushy, or do they feel like an invitation?
What topics light you up right now - and which feel forced?
Example: Maybe you’ve been defaulting to “how-to” posts, but what really excites you now are reflections on growth and alignment.
4️⃣ Digital Touchpoints
Do your website, emails, and systems reflect your current offerings and energy?
Are your booking links, automations, and client flows clear and supportive - or outdated and clunky?
Do your digital spaces save you time and energy - or quietly drain them?
Example: Maybe your automated onboarding emails still mention old session types or outdated pricing, or your booking system doesn’t reflect your current availability. If you’ve evolved your services or boundaries, it’s time for your systems to evolve with you - so every touchpoint feels current, clear, and aligned with how you work now.
5️⃣ Environment & Boundaries
How does your workspace feel? Spacious or cluttered?
Are your systems (digital and physical) helping you focus, or fragmenting your attention?
Do your working hours reflect your natural rhythm, or someone else’s idea of productivity?
Example: Maybe you still check messages late at night - what if you added an autoresponder that models the boundaries you want to embody?
If you’d like some support updating your client communications, you can revisit my recent post - Reclaim Your Inbox, Time & Energy - where I share a customisable email template and ChatGPT prompt to help you create your own personalised autoresponder.
6️⃣ Integration
What small shifts would bring your brand into deeper alignment?
What can change today - and what will evolve with you over time?
If your brand were a person, how would she move, speak, and connect?
What would “getting paid to be me” look like in this next season?Example: Maybe you start taking brand photos during your morning walks - if that’s when you feel most alive and authentic, let your audience see it.
A Closing Reflection
A beautiful website, brand, or strategy won’t create abundance on its own - I know, because there were seasons where I didn’t have a website at all, and I was still earning $10K months.
You don’t need a website to be successful.
But if you do have one, if your business has digital touchpoints that meet your audience on your behalf, make sure they tell the truth.
Make sure they look and feel like you.
Because the most magnetic thing you can ever be in business - is yourself.
Hey, I’m Catherine!
I’m here for the women doing business differently -
building something beautiful without burning out.
Here, you’ll find simple systems, soulful structure, and a softer way to scale.
