Branding isn’t therapy. You can’t slap a logo and tagline on an identity crisis and call it a business.

That was the theme of this week’s Office Hours, where we unpacked a truth too many solopreneurs learn the hard way: strategy won’t stick if you don’t know who you are.

Branding Isn’t the First Step

Dr. Lisa kicked us off with this reminder: “Before you build a brand, you’ve got to build a backbone.” Without boundaries and a grounded sense of self, every strategy you try—pricing, packaging, messaging—will collapse.

Lessons From the Journey

Dean Kathy shared how her entrepreneurial spirit ran deep in her family, but early on, she was “doing everything because everything sounded good.” Without clarity, it was all chaos. Once she discovered her gifts and leaned into them, her business not only found focus—it became sustainable.

Coach Nyala added another perspective: as a wellness entrepreneur, compassion is her strength, but also her challenge. Without alignment, she found herself overthinking and struggling with comparison. Learning to embrace her natural gifts has allowed her to serve with authenticity instead of performance.

And Dr. Lisa told her own story of misalignment—like the time she thought she’d be a wedding planner! But it wasn’t until she stopped chasing shiny ideas and committed to work that matched her strengths that she found success and longevity.

Why Backbone Matters

The throughline? Every thriving business starts with alignment. Knowing your gifts, your values, and your natural strengths is what makes your pricing believable, your marketing authentic, and your leadership confident.

As Dean Kathy said, “Get a backbone, discover your gifts, and get out of this identity crisis.”

👉🏾 Ready to do the same? Join us inside the BestieFinder Network, where we help solopreneurs separate facts from feelings and build businesses that actually fit.