Have you ever found yourself rewriting an Instagram caption 10 times, second-guessing every word? Or maybe you’ve landed a new client, only to realize, “This is NOT the person I want to work with.” If so, you’re not alone. Many established female entrepreneurs feel this tension daily. Like they’re trying to mold themselves into someone else’s version of success, all while secretly wondering if they’d be more successful just being themselves.
Here’s the thing: When you hide who you truly are, you also hide what makes your brand unforgettable. Instead of attracting dream clients, you end up feeling disconnected from your own business. And let’s be real—that’s exhausting.
Why We’ve Been Taught to Hide
From the time we’re young, women are subtly (and sometimes not-so-subtly) taught that success comes with a trade-off—visibility or likability, ambition or acceptance. We learn to shrink, soften, and dilute ourselves, believing it will make us more palatable, more hireable, more marketable. And for many of us, this conditioning follows us into our businesses.
- Women in finance were told to be more “masculine,” so they seemed credible.
- Women in health coaching were told not to get too personal to remain “professional.”
- Women in leadership roles were advised to soften their ambition to avoid seeming “intimidating.”
These outdated expectations are still woven into the way many of us show up in business today. But here’s the truth: playing small doesn’t serve you or your clients. The most memorable, magnetic brands are the ones that embrace what makes them different.
But, you don’t have to do business this way. Below are three powerful brand differentiation strategies to stop filtering yourself and start building a brand that feels like you—one that naturally attracts the right clients and makes business feel fun again.
Strategy 1: Reframe What You’ve Been Told to Tone Down
What if the very thing you’ve been downplaying is actually what would make your brand stand out? I recently asked my LinkedIn community:
Which personality trait do you tend to dial down in business?
The responses? Raw. Honest. Familiar. And all proof of one undeniable truth: The things we hide are often the things that make us unforgettable.
- “Definitely my offbeat sense of humor. My humor tends to be a little dark and/or dry. (I’ve been burned before!)”
- “I tend to dial down being overly grateful in business, thinking it might seem excessive…”
- “For a long time, I dialed down my love for organization and efficiency, thinking it wasn’t ‘exciting’ enough.”
Personally, I had been told over and over not to be so emotional, that I had to disconnect from the situation and just “do my job.”
These words leave scars.
Most of us have been conditioned to believe that success requires us to fit into a mold. And, at that, one that often wasn’t even built for us. But brands that blend in don’t get remembered. Instead of filtering yourself out, it’s time to turn those unique traits into your biggest strengths.
Brand Action: Write down a personality trait you’ve been told to tone down. Now, list three ways this actually makes you a better entrepreneur, coach, or leader.
Take It a Step Further: Share a post about this on LinkedIn or Instagram. See what happens when you stop hiding and start owning it.
Strategy 2: Make Your Hidden Traits a Signature Brand Element
Your quirks, cultural identity, emotions, and personality aren’t distractions from your brand—they’re what make you unforgettable. And as a woman who has her hands on her business and wants to keep her hands on her business, you are so intertwined with your business and brand that it’s impossible to separate the two. Your energy, values, and personality shape the way you work, the way you communicate, and the kind of clients you attract.
Think about it:
- That Miami-Latin swag? That energy is an incredible differentiator in a sea of sameness.
- Your directness and no-BS attitude? There’s a market for people who crave clear, honest guidance—don’t dilute that strength to please everyone.
- Your intuitive, emotional nature? That’s your ability to connect deeply, make people feel seen, and build strong client relationships that go beyond transactions.
Rather than seeing these traits as things to tone down, think of them as your brand’s “signature edge.” They’re what make you, you and that’s what makes your brand memorable.
When working through their strategy, I always tell my clients that understanding what your brand isn’t is just as important as knowing what it is. There will always be extremes we want to avoid. Finding that sweet spot, where your authenticity meets impact, is where your brand becomes truly powerful. It’s about confidently embracing what makes you different while ensuring it aligns with your larger vision and goals.
Brand Action: Think of one thing you’ve been trying to “hide” and brainstorm how you could integrate it into your brand story, messaging, or content.
Next-Level Challenge: Find one small way to intentionally showcase this hidden trait in your next client call, email, or piece of content.
Strategy 3: The Personality-Infused Content Hack
Content creation is so much easier when you stop filtering yourself. If you struggle with writing posts, emails, or marketing materials, it’s probably because you’re editing out the real you.
Instead of asking, “How should I say this in a professional way?” ask, “How would I say this to my favorite client over coffee?”
Brand Action: Take a piece of content you’ve written (a post, email, or sales page) and add back the words, humor, or personality you would naturally use in a conversation.
Pro Tip: If you’re unsure whether your content sounds like you, record yourself talking about the topic, then write it the way you naturally speak.
Addressing a Common Concern
You might be thinking, “But I know my branding and messaging are supposed to appeal to my audience… how can I stay authentic and make sure that it still resonates with them?”
Here’s the truth: Embracing your differentiator doesn’t limit your audience—it magnetizes the right one. Will it repel some people? Maybe. But that’s the whole point. Strong brands don’t beg for approval; they stand tall in their uniqueness. And the clients who see themselves in you? They won’t just hire you—they’ll become your biggest advocates.
Final Thoughts + Your Next Step
Imagine a business where you don’t have to second-guess yourself every time you post, where your brand attracts the right people effortlessly, and where showing up feels exciting—not exhausting. That’s what happens when you stop filtering yourself and start owning what makes you different.
You didn’t start your business to feel like a watered-down version of yourself. You started it to create something meaningful, something deeply aligned with who you are. Let’s make sure your brand reflects that.
Book a brand visioning session today, and let’s build a brand with a clear brand differentiation strategy that not only stands out but also feels like home.
