You’d never build a house by picking the paint colors first. But that’s exactly what so many service-based business owners do when it’s time to “brand” their business. They start with a cute logo, some trendy colors, maybe a font they saw on Pinterest, but no real clarity on what makes them different or direction on how they want to be seen, or even a true understanding of who they’re trying to reach.
In this episode of Your Brand Is Showing, I sat down with brand strategist and designer Joel Sousa to break down what brand strategy really is, why it has to come before design, and how to build a brand from the inside out so your dream clients notice you, trust you and want to work with you.
🎧 Listen on: Apple Podcasts | Spotify
Joel Sousa is a Brand Strategist & Designer for solopreneurs who want to stand out, be seen and get hired(!) as the experts that they are.
I’ve been a freelancer, service provider, solopreneur, [insert any other possible title here, you know what I’m talking about] for over 10 years – aka my entire professional career.
In 2020 I got tired of working with “bigger businesses” and all the corporate nonsense that came with them, fired all my ongoing clients and started fresh in 2021 to focus on working with people like us.
That was only possible because I’ve invested so much time and effort in my personal brand. That’s the journey I want to take other business owners on. To build a brand that not only stands out but also stands for something + gets them what they need.
Connect With Joel:
What Is Brand Strategy (and Why Should Service Providers Care)?
If you’re a coach, creative, or done-for-you expert trying to grow your business online, you can simply think of brand strategy as your reputation plan. It’s the internal foundation that shapes every external piece of your brand: from your messaging and content strategy to your visuals, offers, and client experience.
A strong brand strategy should answer:
✅ Who are you here to serve?
✅ What do you want to be known for?
✅ How should your brand feel to the people experiencing it?
✅ What sets you apart from others in your niche?
✅ How will your visuals and voice reinforce that?
Going back to the intro of this post, you can think of brand strategy as the structure of the house, whereas your design choices are just the decor.
Branding Is Bigger Than Your Logo
Branding is not just your logo or how you design your website. Your brand shows up in every single thing you do.
Your Instagram bio? Branding.
Your tone in DMs? Branding.
Your inquiry form, your offer names, your onboarding process? Branding.
Every touchpoint (big or small) is part of your brand experience. And when that experience feels inconsistent or unclear, it creates friction. Your dream clients will always feel that disconnect, even if they can’t explain it. So if your offers are incredible but your brand feels half-baked? That’s not just a design problem. That’s a strategy problem.
Your Brand Strategy Should Evolve With You
Brand strategy should never just be thought of as a one-and-done PDF collecting dust in your Google Drive. It’s a living, breathing part of your business.
Especially if you’re a service provider, your brand is often a reflection of you. And just like you, it will grow, shift, and get clearer over time. So don’t stress about getting it “perfect” out the gate.
Start where you are. Build the foundation. Refine as you go.
If Your Content Feels Off, It’s Probably a Brand Clarity Issue
If you’ve been feeling scattered, stuck, or like your content just isn’t hitting the way it should…It’s probably your lack of brand clarity.
Before you “rebrand” or redesign, or even rework your offers…Pause. Zoom out. Get clear.
Ask yourself: What’s my big picture vision? What do I want to be known for? Who am I here to help and how do I want them to feel?
Then start shaping your design, content, and marketing around that.
Start With Strategy. Always.
Building a brand that attracts aligned, high-quality clients isn’t about keeping up with trends. It’s about getting clear on what you stand for, how you’re different, and who you’re here to help—before you dive into the visuals.
Because when your brand is built on clarity and intention the design becomes a reflection of what your dream clients can expect when they work with you. And that’s how your content starts to attract and convert all on its own.
🎧 Listen on: Apple Podcasts | Spotify
