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What’s In A Name? How Nailing Your Branding Can Kick Imposter Syndrome to the Curb

Updated: May 12, 2023

Branding is more than just a catchy logo or a memorable tagline, it's the way you present yourself and your business to the world. When you are your business, it can not only have an impact on how others perceive you but on how you perceive yourself.

Nailing your branding can help you find your voice, take up space, and prevent that darned imposter syndrome.

Branding Helps You Find Your Voice

Having a clear, cohesive brand can help you clarify what you stand for and what makes you unique. It's a way to communicate your values and personality to your audience, and it helps take up the space you deserve. For me, finding my brand was a process of self-discovery.

Cliché as it sounds, I had to find out who I was before I could use the name I’d been given at birth on a website, or social media…let alone an invoice!

After spending years lurking behind the names of large companies, or behind the cutsie moniker of Pincurl PR (my first company name), the journey to outwardly present my own name as my business was a shockingly introspective process.


Sure, I spent time thinking about my strengths, my passions, and my values. But more importantly, I worked on my self-worth, the fears that kept me trapped around money and those pesky little hooks that stop you from posting that photo, writing that article, or making that phone call.

Through this introspection, I became less worried about what my competition was doing and realised that the energy I spent comparing myself to others could now be used to build my brand. Once I had a good sense of who I was and what I wanted to say, I worked to create a visual identity that reflected it.

Having a strong brand has helped me find my voice, express myself confidently and respond to that bloody pricing quote email, because, damn, my rates pdf is cute AF!

Branding Helps You Take Up Space

Having a strong brand can also help you take up space in your industry and command attention. For me, taking up space meant being the face of my own agency. I started by creating a website that highlighted my experience, my services, and my clients – in my voice.

A professional email signature, slick client brochures, informative videos and a consistent social media presence can all help you establish yourself as a thought leader and an authority in your field and makes it easier to implement Know. Like. Trust. with ease and without feeling like a fraud!


Your branding helps people recognise you across different platforms, news outlets etc. This is the networking phase. You are getting yourself and your brand out there for people to meet.


What do we like? Authenticity! When do we like it? Always!

You know yourself, it’s easy to be turned off an idea or see through a business when things feel fake or forced. When you have spent the time to authentically develop your branding and ethos, people begin to turn to your website, socials, email, and lead magnets. They are getting to know you


People are seeing you for who you are – someone who knows what the heck they are talking about. You have solutions for problems. There are itches that only you know how to scratch. Your trusted customers will not only loyally grow with you, but they will also recommend you to the people they trust.

I have always appeared to have the confidence to command a room, give a presentation or take a seat at the ‘big table’. But, through the process of becoming the face of my own agency, I now believe I deserve the seat!

Branding Helps Prevent Imposter Syndrome

Imposter syndrome is a common feeling among entrepreneurs and professionals, where you feel like you're not qualified or good enough to be doing what you're doing. It can be debilitating and hold you back from reaching your full potential.

Undertaking the process of authentically creating a strong brand kicks imposter syndrome to the curb. It gives your audience the comfort of legitimacy, credibility, and honesty.

Sure, when you have a professional website, a clear value proposition, and a consistent message, you're more likely to confidently approach potential clients. But when you are confident in who you are you hold your head high, charge your worth and most importantly – TAKE UP SPACE.

Jessica Simpson is an online business strategist, brand elevation specialist and social media support animal, based out of Melbourne AU & Glasgow UK. As a publicist and marketer in the entertainment industry for the better part of 15 years, she understands that a brand is more than a business, it’s a story. When you are your business - it’s YOUR story, and the power of your story is what makes connections and grows your brand authentically.

She is working hand in hand with Cat Valentine to bring you CATALYST

Find out more about CATALYST foundation here

CATALYST brings together coaches, mentors and other professionals in the field of coaching, as well as experts in PR, branding and communications.

The result is a membership-based community that offers peer support and review, professional supervision, program structuring, online business strategy, media training and personal coaching.


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