The gap between who you are and how you show up
Five common gaps between a founder's identity and what their brand communicates, and a first question to begin closing yours.
You know who you are. You just have not shown it yet. There is a distance between who you are and what your brand communicates, and you can feel it even when it is hard to name. In our 1:1 work we see five forms of that gap again and again.
The five gaps
- The time gap. You know what you want to communicate, but you never find the moment. Your brand moves in bursts, or not at all.
- The fear gap. You know how you want to show up, but something holds you back right before you publish, launch or talk about your prices.
- The perfectionism gap. Everything is almost ready, never quite enough to launch. The perfect moment does not arrive.
- The identity gap. You know who you are, but not how to turn it into words, colors or messages that feel like yours.
- The belief gap. Deep down you feel that showing too much costs you credibility. Your brand ends up more generic than you are.
Where to begin
Start with the gap you recognized as you read its name, the one that stings a little. It usually has the most to tell you.
Ask yourself: which part of me does not yet appear in my brand? Write it down without editing. Take it as a starting point.
What lies on the other side
Your brand is the feeling you leave in whoever finds it. When the gap closes, that feeling matches who you truly are, and decisions get simpler.
We gathered an exercise for each gap in a free workbook, La brecha (in Spanish, for now): get it here. And if you would like someone to read your gap with you, on the diagnostic call we name it and define the shortest path to close it.