Hello lovely Iza,
A few weeks ago I was on a catch-up call with a founder friend of mine. She was telling me about a situation with their marketing coordinator. Then a challenge her team was having with content. Then she asked about how to find a new designer that would be the right fit. All valid topics, all worthy of attention and finding the right solution.
But somewhere in the middle of it I had that feeling you get when you realise the conversation you're having isn't actually the conversation you're having.
I realized we weren't just talking about a marketing problem or a hiring problem.
She was describing brand drift.
It's what happens when a business slowly, and often unintentionally, drifts away from its original positioning, identity, standards, or strategic direction.
And because none of it happens overnight, you don't notice it until something makes you stop and go: wait, this doesn't feel like me/us anymore.
You're still brilliant at what you do. Your vision is intact. But your brand is struggling to keep up; to stay connected.
These are some of the signals of brand drift:
- "I don't know how to explain what I do anymore."
- Your business feels messy, even though it's technically working.
- You're attracting clients you don't actually want to work with.
- You feel disconnected from your own messaging.
- You've accumulated a mish-mash of offers that don't quite hang together.
- The brand aesthetic keeps shifting because nothing feels quite right.
The thing is, when your brand has drifted, it's not just a marketing problem.
It's a disconnect between who you actually are, what you've built, and how the world is experiencing it.
For founders like you – where the personal and the professional are deeply intertwined – that disconnect is one you'll feel deeply (in your gut).
Every time you show up to sell, every time someone doesn't quite get it, every time you find yourself over-explaining what should be obvious.
My work is about closing that gap.
Not just making things look better, but ensuring that your brand actually reflects the depth and value of what you do… so the right people immediately know that you're exactly who they've been looking for. That lets you stop proving yourself and start being chosen – for the right reasons, at the right level, by the right people.
This is exactly the work I do with founders one-on-one. If you're a founder who's been sitting with that "something feels off" feeling and you're ready to actually figure out what it is, I have 2 spots open for July and August.
