Why Creating Content for Your Own Brand Feels Impossible (Trust Me, I Get It)
I’ll be the first to say it: creating content for your own business is hard.
It’s even harder when it's literally your job to do this for other people.
I’ve built content strategies for brands, coached clients on how to show up online, and helped businesses grow by simply getting consistent and intentional. But when it comes to applying all of that to my own brand? The hesitation is real.
And I’m not the only one. I’ve seen this over and over again — service providers, strategists, coaches, creatives. We know exactly what to do. We just can’t seem to do it for ourselves.
So why is it so hard?
Here’s what I think:
1. Helping Clients = Clear Payoff
When you're helping a client, there's a direct result. Your work turns into results, and those results turn into revenue. That feedback loop is clean.
With your own content, the payoff is slower, fuzzier, and long-term. It feels like you're working without a finish line.
2. Content Requires Vulnerability
Showing up for your own brand means putting yourself out there. Your face, your voice, your thoughts. That’s personal.
Even if you love what you do, being on video or writing in your own voice feels more exposed than doing it for someone else.
3. You Overthink It
You’d never let a client spiral into perfectionism. But when it’s your own brand, you suddenly start worrying about lighting, your outfit, how you sound, how you come off. You think too much and end up doing nothing.
4. You’re Not Treating Yourself Like a Client
You wouldn’t ghost a client’s strategy session. You wouldn’t skip their content calendar. You’d show up, follow through, and get it done.
But when it’s your own stuff? It gets pushed, delayed, or buried under more “urgent” work.
Here’s How I’m Reframing It (And You Can Too)
This year, I’m flipping the script. I’m starting to treat myself like a client. Here's how:
1. Schedule a Monthly Content Creation Day
One day. Every month. Block it. Protect it. Whether you’re filming in your home office, a studio, or your favorite coffee shop, this day is for you.
Bonus: make it fun. Exciting location, a pump-up playlist, snacks. Whatever keeps you energized.
2. Change Your Location or Routine
Sometimes, all you need is a change of scenery. If your home office feels stale, go somewhere new. If you’re usually solo, grab a friend or colleague to join. Accountability matters more than you think.
3. Treat Yourself Like Your Best Client
Set deadlines. Create a plan. Use templates. Give yourself structure. Don’t overthink or over-edit. Just create.
This isn’t about ego or perfection. It’s about consistency and clarity.
4. Think of Your Content as a Living Portfolio
Your content is more than marketing. It’s your digital credibility. Your online voice. Your growing case study. The more you create, the more trust you build with your audience — and with yourself.
If you’ve ever felt frustrated about showing up for your brand, know this: it’s not just you. It’s the most human thing.
But it’s also an opportunity. Because when you shift how you view your own brand — not as an afterthought, but as its own client — the work becomes a lot less personal and a lot more powerful.
And I promise, your future self (and future clients) will thank you for it.