We’re taught that people buy with logic — but that’s only half the story.
In truth, people buy with emotion. They buy based on energy — a feeling, a frequency, a resonance that tells them:
“This is for me.”
The mind might analyze, but the heart — and the body — decide.
That gut feeling. That first impression. That brand energy.
Let’s define it clearly.
Brand energy is the emotional, energetic, and subconscious experience people have when they encounter your brand — before they read a single word.
It’s the feeling you create through your presence, your visuals, your language, and your alignment. It’s the vibe — and yes, the vibe is real.
As Einstein reminded us:
“Everything is energy and that’s all there is to it.” – Albert Einstein
Your brand is no exception.
People don’t just listen to what you say.
They feel whether or not they trust you.
They feel whether or not you’re safe, grounded, confident, congruent.
And that feeling?
That’s what determines whether they engage, share, click — or scroll away.
They trust their own gut.
They trust the vibe you’re putting out.
If your brand feels scattered, uncertain, or off-brand — that dissonance speaks louder than your words.
Brand energy isn’t just a personal thing. It’s also organizational.
In many businesses — especially during growth or transition — there’s a disconnect between how the brand looks externally and how it feels internally.
The website is polished.
The packaging is clean.
The mission is clear.
But behind the scenes, the team is disjointed. Morale is low. Culture is inconsistent.
There’s no intentional internal brand energy — and it shows up in high turnover, misaligned hires, and inconsistent delivery.
Whether you’re leading a coaching company, a creative agency, or a corporate team, internal brand energy matters.
Because a brand isn’t just a promise to your customers.
It’s a container for everyone who carries it.
Too often, founders assume that culture will shape itself.
This happens especially in small, diverse-owned businesses:
But culture doesn’t just form — it’s formed.
And it must be formed on purpose.
Brand energy doesn’t just live in your Instagram feed. It lives in your Slack messages, your onboarding, your team meetings, your exit interviews.
Without intention, departments like marketing and sales turn into revolving doors — not because the mission is off, but because the vibe isn’t sustainable.
I once worked with a CEO who had great energy — warm, generous, and deeply committed to her people.
She paid competitive salaries. She worked harder than everyone. She genuinely cared about the success of her team.
But there was no culture.
No framework.
No boundaries.
She would often say, “Just do what you think should be done.”
And while that may sound empowering, it created confusion — especially among creative team members who actually needed structure and direction.
There were no clear expectations. No consistent feedback. And when the outcomes didn’t match what she wanted, frustration followed.
She felt taken advantage of.
Sabotaged, even.
Not because her team was malicious — but because her nice energy was filling in for what should have been clear leadership.
This is why brand energy must be intentional — not just in public, but inside your company.
Especially in small businesses and tight-knit teams, how you lead internally becomes part of your brand — whether you realize it or not.
Long before I brought energy into my branding process, I was studying it.
For 20+ years, I’ve been drawn to energy medicine, the chakra system, and the subtle layers of the subconscious mind. I’ve invested time and resources learning how energy shapes behavior, identity, and visibility.
But I didn’t bring that into my brand work right away — until I started noticing something.
I’d walk clients through the exact same personal branding process.
For some, it was jet fuel. They took off running. They were activated. Ready.
For others, everything was perfect on paper…
But their energy said: “It’s not safe to be seen.”
They would shrink back. Postpone. Hide. Overthink.
Some even said:
“This feels too big for me.”
“I don’t know what they’ll say about me.”
“I’m afraid to be that visible.”
And I realized:
We can build a flawless brand. But if their energetic body isn’t aligned — it won’t stick.
In recent years, talking about energy healing and energetics has become more accepted. But energy work isn’t new. It’s ancient.
And in branding, it’s finally having its moment — because we’re all craving alignment.
This isn’t just spiritual talk — it’s strategic.
Because when your internal energy and your external brand are aligned, you become magnetic.
| Dissonant Brand Energy | Aligned Brand Energy |
|---|---|
| Your photos look corporate, but your voice is playful | Your images and message match your delivery |
| Your sales page is loud, but your coaching style is calm | Your tone reflects your actual presence |
| You show up as “in control” but feel anxious underneath | You lead with grounded confidence |
| You’re using someone else’s model or script | You’ve embodied your own process |
How you feel when you show up.
Photos, colors, symbols, layout — they speak before your words do.
When you own your story — not as a wound, but as a strength — it elevates your presence.
When your system is clear, your confidence rises.
Change is constant — and as leaders, we must evolve.
Stepping into a new level of leadership means holding a new frequency — and building a brand energy that reflects it.
That could mean:
You cannot lead with old energy and expect new results.
Whether you’re solo or scaling, internal or external — brand energy is the invitation.
It’s the mirror. It’s the call to rise.
Brand energy is the emotional frequency that surrounds your work.
It’s how people feel after your message is read, your podcast is heard, or your product is opened.
It’s the resonance that makes people think, “This brand feels like home.”
And when you get that part right?
Everything else flows.
If you’re a coach, consultant, or expert who’s ready to build a personal brand that reflects your truth, your presence, and your vision — here’s where to begin:
Pre-Order My Book: You the Brand
Your essential guide to building an aligned, trust-worthy personal brand.
→ Pre-order here
Subscribe for the full 10-part Personal Branding series — plus templates, tools, and mindset gems.
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Inspired by Tiny Challenges, this 7-day experience helps you clarify your message and refine your expert brand ecosystem.
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Personal branding isn’t just what you post — it’s what people feel.
And when your energy, message, and presence are aligned, people don’t just remember you…
They trust you.
They choose you.
They move with you.
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