If you’ve ever found yourself posting branding tips that somehow feel hollow, wondering why your content isn’t landing, or questioning if your business still aligns with your values… you’re not alone.
That’s exactly what we dug into on Episode 071 of the Create Grow Profit podcast with brand strategist and TEDx speaker Zach Colman, founder of Creditive. What unfolded wasn’t just a conversation about branding. It was a masterclass in alignment, authenticity, and growth for creatives and business owners stuck in that weird middle zone between starting up and scaling big.
Let’s be honest, personal branding as we know it has stopped working. And Zach gave us a compelling breakdown of why.
Your Brand Is You But Do You Even Know Who That Is?
Early in our conversation, I asked Zach what it means to have a brand today. His answer wasn’t about color palettes, logos, or catchy taglines. It was about self-awareness.
“Having a brand is really just getting to know who you are,” Zach said. “It’s about what makes you unique, and if you’ve got a team, building around that same authenticity.”
This hit me. Hard.
Because let’s face it, in the rush to launch or scale, we often skip over the deep inner work. We start delegating, automating, outsourcing—before we’ve ever really clarified who we are and what we stand for. Zach admitted he did the same thing early in his business, hiring fast, building fast, and suddenly realizing that his brand had no soul. No vision. No clear direction.
And that right there? That’s when personal branding starts to feel off.
Rebranding Isn’t Cosmetic, It’s Evolution
One of the standout moments was when Zach reframed what rebranding really is. It’s not about switching logos or tweaking your messaging. It’s growth. It’s maturity.
“Rebranding is just the next evolutionary step,” he explained. “It’s a natural shift that happens when your values, your vision, or your audience changes.”
He described how money stopped being his primary metric for success, and how contribution became a driving force. Not just serving anyone but finding the people who ignite your passion and who you can truly impact. That’s where branding and fulfillment intersect.
The Myth of the Niche (And Why It Might Be Holding You Back)
We’ve all heard the advice: niche down. But Zach pushed back on this in a way that really resonated with me.
He described how niching can sometimes become a trap, especially for multi-passionate entrepreneurs and creators. If you’re someone who enjoys building systems, designing, writing, and coaching all at once, narrowing your focus too early can feel like putting your creativity in a box.
“Niching is great for internal organization,” he said, “but not if it forces you to build a business that doesn’t feel true to who you are.”
For Zach, branding is about connection. Real connection. Not just with your audience—but with yourself.
Branding Without Soul Is Just Noise
This was a big moment of self-reflection for me.
We talked about those early days of content creation—churning out “value” posts that technically had good tips but felt, well… dead. Zach shared how his old content, despite being polished and professionally written, lacked that human element. And I could totally relate. I’ve looked at old videos and posts of mine and thought, this feels more like AI than me.
Zach’s turning point came when he began journaling—writing raw thoughts in his notebook and turning them into posts. Over time, that practice gave him his voice back. He started showing up authentically on video, in social, and in conversations like ours.
How Zach Helps Brands Grow (the Right Way)
Toward the end of our chat, I asked Zach what it looks like when he helps someone build a brand. Spoiler: it’s not a quick logo-in-a-week package.
It starts with discovery. Deep, intentional conversations with founders and teams to uncover values, mission, audience, and vision. Only after that foundation is clear does the visual branding begin.
“We’re not here to slap on a logo,” he told me. “We’re here to help people evolve.”
That’s a philosophy I can stand behind.
Final Thoughts from Me
This episode challenged me in the best way. As coaches, creators, and entrepreneurs, we’ve all been told to “add value.” But value without connection is just noise. And if we’re not careful, we’ll wake up with a brand that looks good on the outside but feels empty inside.
Zach reminded me (and hopefully you) that your brand is more than a strategy: it’s your story, your voice, your soul. If you feel disconnected from your content or your audience, don’t pivot your offer. Start by asking yourself: Do I really know who I am? Am I building a brand that reflects that?
Get in touch with Zach Colman:
- Creatitive Website: https://creatitive.com
- Zach’s TedX talk: https://youtu.be/_LA6JNgIQXo
- Zach on LinkedIn: https://www.linkedin.com/in/zach-colman
- Zach’s YouTube Channel: https://www.youtube.com/@zach-colman