How to Start Your Holistic Approach in Business through Branding

How to Start A Holistic Approach to Business through Branding

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Imagine understanding the intricacies of crafting a holistic brand that goes beyond aesthetics, focusing on genuine connections and a memorable brand experience. That’s what this 3-step guide to a holistic business brand will show you.


I imagine you are a founder or business owner who feels they need to create a personal brand. A logo, fonts, message, color, the whole kit and caboodle? Listen, that’s not branding.

Okay, let me rewind for a second. Technically, yes, all those things are part of your brand and you’ll often see them sold together as “branding” on many designers’ websites. But it’s still not branding. That’s the brand’s design; you are missing some key ingredients to building a holistic brand.

Branding, as my celebrity crush, Seth Godin puts it, is, “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

In no part of that definition did you see the words logo, fonts, or even design.

In my book, Find Your Clear Vision: A New Mindset to Create a Vibrant Personal or Professional Brand with Purpose, I share that businesses need more than a brand. Business owners, coaches and consultants need a personal brand that resonates with their audience.

The latest trend in personal branding is to create a holistic personal brand, which is the  exchange of energy between you and your audience. Your audience sees, feels, and remembers your presence, personality and reputation because you intentionally nurture and nourish the relationship through storytelling, visual presence, and messaging.

  • Think of Anderson Cooper or any news anchor.
  • Think of almost any professional athlete.
  • Think of Britain’s Royal family.
  • Think of Sarah Blakely, founder of Spanx.
  • Think of Beyonce, Rihanna and J.Lo’s brand extensions.

Their outward appearance looks so natural, yet it’s polished and oftentimes very calculated in how they present themselves to their audience to keep their career on an upward trajectory.

For example, Beyonce wore a cream cowboy hat to the 2023 Grammy’s in mid-February. I thought, “That’s curious, why a cowboy hat?” One week later, during the Super Bowl she did an ad for Verizon, and at the end said she was dropping two new songs. They were country songs. See? Calculated. 

A professional brand will communicate who you are in your workplace, industry, and future professional life. A Clear Vision can be both personal and professional; it’s how you execute the storytelling, visual presence, and messaging that will make the difference.

Beyonce has a Clear Vision, which we can see, which, in turn, makes her Visionary. 

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Find Your Clear Vision: A New Mindset to Create a Vibrant Personal or Professional Brand with Purpose

Chances are I’m not telling you anything new. You’ve seen personal and professional brands in action. So, the question is, how do you build an effective personal or professional brand? 

You used to be able to get away with opening a storefront and expecting foot traffic. Now a brand encompasses, and requires, so much more.

Now you have to brand on purpose, with purpose, and you have to do it on every level of customer interaction. You need a holistic approach to branding.

What is the definition of a holistic approach in business?


A brand worth its salt is a series of ongoing conversations, both visual and verbal, that come together to create a brand experience…that can be monetized.


That means you can’t treat branding as a line item on your business’ to-do list. Instead holistic branding is an ongoing practice.

Here are three ways to start building your holistic approach to branding.

3 ways to Build a Holistic Approach to branding

1.) Start with a “holistic business coach” approach to your brand.

This is the most important aspect of a successful business and brand. Now, don’t run for the hills if you’re not into “woo woo” stuff, this isn’t that, I’m using holistically in the same way many others might use “authenticity,” or “brand experience” but I believe it’s more than that.

Approaching your brand from a holistic perspective means your entire visual, verbal and emotional identity is in alignment with who you are being.

Pause: Who you are Being? That’s the big deal.

Social Media has created a constant conversation between you and your audience. This is also true for people who are making a career change. Your personal brand is alive and kicking on LinkedIn, Google, and all of your social media.

Go ahead, Google yourself. See what life your personal brand has taken on if you haven’t been tending to it.

A positive and long-lasting brand experience needs to be holistically drawn from your true authentic being if you want it to 1.) resonate and create those memories Seth talks about and 2.) be a business you can feel good about showing up in every day.

2.) Continually gut-check and knock out your fears.

In case you haven’t noticed, I don’t put life and business in their own neat and separate boxes.

Nope. Who I am is the same in a personal or business conversation. I bring my authentic whole self to the table.

Life and business are intertwined and continually play off one another, and chances are, if you’ve been in business for a while, or searching for that perfect job, I’m telling you something you already know.

What you may not know is that your fears, your feelings, your overwhelm, those ways of being will show up in your brand or personal brand experience if you’re not intentional about it. Are you disorganized, living in a constant state of overwhelm, or do you fear you don’t have enough time? Those ways of being will bleed into your brand experience in a heartbeat (been there, done that).

Your Inner Platform is the foundational mindset needed to build a successful personal or professional brand; one that resonates, makes an impact, and is truly authentic because it is you without the false narrative of who you think you should be. Your Inner Platform raises you out of the dropbox of your repetitive thoughts and into a life where you are fully expressed and feel safe being you. 

And guess what? When you weave in a holistic approach to business, with a holistic business coach, or on your own, you learn how to manage both your mindset and your business growth.

3.) Consistently know-up and show-up.

So far, almost everything I’ve talked about here has all been about you, you, you. Now it’s time to talk about them. “Them” being your audience.

In addition to coming from your holistic whole self, crafting a brand experience your audience will fall in love with means you have to learn about them consistently.

Here’s a practice for you this week: write down 10 places your audience likes to hang out online. Go to them, get involved, comment, research. Then write down 10 places your audience likes to go in real life: go to them, learn, observe, stalk…I mean talk!

Learning about your audience doesn’t stop after creating your business plan and receiving your branded Instagram templates.

You have to do this any time the opportunity presents itself at every stage of your business to continue to grow holistically. Get curious everywhere. After I host an online workshop for my Find Your Clear Personal Brand, for example, I send out a survey to get feedback from my attendees, it is a great experience to ask for their opinions and adjust accordingly for next time.

P.S. If you’re crafting your brand experience with a holistic approach, this part won’t be exhausting, it’ll be exhilarating.

And there you have it. A lot more work goes into creating a holistic brand experience, but these three pillars are the starting point.

Now I want to know: Are you approaching your brand or personal brand by taking a more holistic approach?

Are you purposefully ignoring one (or more) of these practices because it feels massively and overwhelmingly uncomfortable?

I’d love to help you break through those barriers so that you can grow in a way that feels good to you personally, and professionally. Your audience and customers will see, feel and remember you in the brightest way possible when you approach your business holistically. 

Life and Creative Leadership Coach in Chicago

Hi there!

I'm Lisa Guillot, a Chicago-based Executive Mindset Coach for Creative Leaders, author of the best-selling book, Find Your Clear Vision. I’m a lover of ridiculously deep conversations, bright dopamine colors and house music.
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It's time to build your personal brand.

But you don't know where to start.