When it comes to growing your business, there’s no shortage of advice about logos, colors, and Instagram grids. But during a recent live conversation with branding expert Ashlee Sang, she revealed the truth:

“Branding isn’t about being everywhere. It’s about being aligned and consistent so the right people actually connect with you.”

Ashlee shared what so many entrepreneurs miss when they try to build a brand—and why alignment, not aesthetics, is what creates real momentum.

Your Brand Starts with Your Core Values

Ashlee explained that the foundation of any strong brand is values and mission, not visuals or marketing tactics.

She compared it to a tree:

• Roots: Your values, mission, and ideal audience

• Trunk: Your messaging, visuals, and offers

• Branches & Leaves: What the world actually sees

When the roots are weak, everything else struggles to grow. Ashlee said too many entrepreneurs skip this step, which is why they constantly second-guess their content, messaging, and offers.

(This is exactly why inside the Hey Girl You Can Membership, we give members our Core Values Guide—so you can define what you stand for and use it as a filter for every decision in your business.)

Consistency Builds Connection

Ashlee broke consistency into two powerful pieces:

1. Cadence: Showing up on a reliable schedule so your audience knows they can trust you

2. Character: Staying true to your values no matter the platform or trend

When your brand voice shifts every other week—or you disappear for months at a time—it confuses your audience. As Ashlee put it:

“Consistency doesn’t mean being online 24/7. It means showing up with the same clarity and tone so people know exactly what to expect from you.”

Why Bigger Isn’t Always Better

One of Ashlee’s points hit home:

“A smaller audience that truly connects with you will always outperform a big audience that doesn’t care.”

It’s easy to get caught up chasing followers, but Ashlee emphasized that alignment beats algorithms every time. If you’re speaking clearly to the right people, your message will land—no matter the size of your audience.

When It’s Time to Rebrand

Ashlee said one clear sign it’s time to refresh your brand is when you feel embarrassed to share your website, social media, or materials because they no longer reflect who you are.

But she also warned against burning it all down. Often, it’s a messaging or positioning tweak, not a full rebrand, that brings everything back into alignment.

Action Steps:

If you want to start building a brand that feels authentic and aligned, Ashlee recommends:

• Define your top 3–5 core values and how they show up in your business.

• Audit your content and offers—do they reflect who you are now?

• Stop chasing trends; focus on consistent messaging for the right audience.

• Check in on your brand regularly—alignment is an ongoing process.

Ready to build your brand?

Grab Ashlee's FREE One Paige Architect, Guide HERE.

Want the Core Values Guide and more? Join the Hey Girl You Can Community HERE.

Want to watch the full conversation? Catch the replay HERE.