Leading Through the Messy Middle: The Reality of Building a Brand That Feels Like You
May 07, 2025
There’s a moment in every business journey that no one really prepares you for. It’s not the beginning when you’re wide-eyed and idealistic, nor the scaled-up phase where systems run smoothly and revenue flows predictably. It’s the messy middle.
The place where you’re doing the work, showing up, building relationships, supporting your clients, and pushing for growth… while also trying to hold the rest of your life together. It’s the stage where your calendar is full, your brain is fried, and your heart is quietly asking: Is this really how I want to do this?
I recently found myself in that place. (Okay… if we’re being honest, I’m still there.)
My business is growing. My services are delivering results. I have amazing clients. But I’ve also been riding the edge of burnout. The weight of being indispensable but exhausted. Running the backend of a brand while managing kids, housework, client calls, content, strategy, visibility, admin, emotional labor… and oh yeah, trying to feel like a human being.
What does this have to do with branding and marketing?
Everything.
Your Capacity Is Your Brand Foundation
When you're a coach, consultant, service provider, or small business owner, your brand isn't just a visual identity. It's your energy. It's your presence. It's your ability to show up in alignment and deliver your magic.
But when you’re running on fumes, your brand suffers. Not because you’re not trying, but because you can't pour from an empty cup… and your audience can feel when you’re just going through the motions.
If your brand is supposed to reflect your values, your passion, your brilliance then honoring your own bandwidth is not a luxury. It’s a requirement.
What I’m Learning About the Messy Middle
I've been running my business long enough to know how to organize launches, create content systems, develop strategic marketing plans, and guide clients to six-figure growth. But applying that same intentionality to myself? Oof. That’s where the work really is.
And here’s what I keep returning to:
- The way we spend our time is a branding decision.
- Boundaries are part of your marketing strategy.
- Consistency doesn't mean rigidity. It means alignment.
If you’re always cramming tasks into gaps, neglecting your creative rhythms, or ghosting your own self-care to meet client deadlines, your brand begins to warp. It no longer reflects the real you – the one who had the vision in the first place.
Doing for Myself What I Do for Others
One of my mantras this year has been: Do for myself what I do for my clients.
That means:
- Building in white space.
- Getting brutally honest about capacity.
- Systematizing follow-up so I can stop overthinking it.
- Prioritizing tasks by energy, not just urgency.
- Letting go of busywork masquerading as momentum.
And when I don’t have all the answers? I let the next right thing guide me because clarity often comes from action, not over-analysis.
Why This Matters for You
If you’re reading this, there’s a good chance you’re building something meaningful too. You want to show up authentically, attract aligned clients, and do work that reflects your brilliance.
But if your behind-the-scenes reality is out of sync with the front-facing brand you’re trying to project, it’s time to pause. Not to stop momentum, but to realign it.
The messy middle isn’t a failure. It’s a recalibration.
And branding through that lens – through honesty, intention, and capacity – creates a business that not only looks good, but feels good too.
Tell me: Are you in your own messy middle right now? What are you holding together behind the scenes that no one sees?
Let’s normalize the truth of what it takes to build something real.
Follow me @shaunavanmourik for more real talk about branding, sustainable growth, and building a business that makes room for the whole you.
Ready to untangle your own messy middle?
If you're craving aligned visibility, sustainable growth, and a brand that actually feels like you – let’s talk.
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