When you are truly in tune with your brand, magic happens! But before this sweet moment, there can be a lot of struggle, confusion and frustration on the way. What is a brand? How to create one? Do I need to behave in a certain way for people to like me and want to work with me? What am I doing wrong?

Are these questions familiar?

After having been supporting numerous other businesses in my digital marketing for six years, I decided to focus on my own business, and build my brand in Mat 2017. I started building my online visibility coaching business from having zero ideas what I am going to do (I just knew I want to be a coach) to a complete 100% confidence and clarity in what exactly my magic powers are!

Even with all my versatile gifts and expertise in so many different areas, moving into the global online community and attracting clients was more difficult than doing it locally relying purely on referrals and word of mouth marketing. I felt I am starting from scratch, and it took me a while, drinking from “the firehose of knowledge”, taking training and online courses, and being completely overwhelmed with the amount of information I needed to process.

I started getting confused about what I want to do, switched from positioning myself as a coach to selling online courses, which did not take off at all. Why? Because it was not my zone of genius!

When clarity came one day, after a call with a person who represented everything I wanted in my ideal client, things miraculously fell into place, like pieces of a puzzle.
I felt empowered because suddenly I knew what my brand was.

Your brand is simply you, it is not a complicated concept, and when you feel aligned, it feels pure, natural and easy. But before you truly know it, you have to face a few demons :

The First Demon – Not Knowing Who You Are Attracting

I used to post stories and posts that resonated with a lot of people, but the truth was they were not the people I needed to attract to create a steady cash flow. Yes, they resonated with my stories, but those stories spoke about the struggle I had when I could not afford any sort of investment as my main priority was to keep the roof over my family’s head and some food on the table… So naturally, I attracted terrific people, but those who were broke and struggling and definitely could not invest even in my $499 online course.

Or I attracted people who could afford me but did not value my time or my expertise. Bad clients are what causes most stress, but this is a topic for another post.

The Second Demon – Not Focusing On One Thing

I started with an idea of coaching people. Coaching means guiding, inspiring, helping them become fearless in their lives. But I did not focus on one objective at a time, so soon I started thinking creating an online course could be a more natural way to make sales and spend less time serving.


The secret is that when you start all you want to focus on is SERVING! You need to focus on one goal at a time and do everything it takes to serve people within that objective.
If it is building your audience, then focus on producing amazing free content so they can enjoy getting to know you and trust your expertise.

If it is coaching, focus on serving as many people as you can. Barter your coaching for services or testimonials if you have nothing to start from, but do it from the heart and with the intention of giving them the best value they can get. Without an agenda. This builds up your confidence and also show you your superpowers, so it strengthens your self-worth.
If it is online courses, focus on engaging with people in your audience, do free zoom parties, hang out with them in your group, build a big fuzz around your community and make a massive push on your email marketing. Focus on validating your ideas, create actionable strategies to bring faster results, nurture your connections to get referrals, to serve, not sell!

The Third Demon – Expecting Quick Results

Anything new takes time. If you want to enjoy a piece of fruit, you must first put a seed in the ground and take good care of it before you get a privilege to harvest it. Sometimes it might be a few months, sometimes a year, sometimes five years, it all depends on “the fruit”. Be patient and realistic. You know if you do your part every day consistently and from your heart, the results will come in their best time, and in their best form.

EVERYTHING depends on how you play your part!

The Fourth Demon – Not Trusting Yourself

When you spend time on really getting to know yourself and your own stories, you have a chance to treat yourself with love. This means accepting and embracing who you are. This means accepting and embracing your strengths. This means accepting and embracing your flaws. Looking deep inside and seeing the true light within yourself. And then let it shine, stronger and stronger, brighter and brighter, like a beacon calling those who are lost in the dark without you.

There may be more Demons, but if you get through this far you will feel the joy and piece, watching it all coming together and shaping into what has always been your destiny…

My magic powers are to help you get there. My zone of genius is to guide and inspire, to help you build confidence and consistency that will inevitably make your dreams come true. My brand is me leading the way from the darkness to the light of visibility. Fearlessly. 


  • Juliette Stapleton

    Visibility That Sells Strategist

    Juliette Stapleton is a Visibility Strategist for coaches and service providers, host of the Show Up! Stand Out! podcast, and an expert on organic marketing. She teaches how to get more & better clients online spending less time on marketing. Her clients and students from over 30 countries have been using her simple signature strategies around live-streaming, content and positioning to create incredible results in their businesses. Juliette has been featured in Forbes and several major business and marketing podcasts, like 365Driven, Rising Tide, iHeart Radio, and Confident Live. She is an active contributor to world leading online publications, such as Entrepreneur.com Influencive, Addicted2Success, Thrive Global, Good Men Project and many more. She lives in Tallinn, Estonia with her husband and daughter.