Separate Yourself From Your Business

Unconventional creativity.

No fluff.

Making the right decisions for branding for your small business.

By Melinda Tymm

Wait, separate myself from my own business? Sounds counterintuitive, doesn’t it?

When I launched my first agency, I didn’t call it freelancing or contracting—I called it a business. I registered the name, set up business banking, and joined my local Chamber of Commerce, even though I was a solopreneur. That shift in mindset changed everything.

My business wasn’t just an extension of me; it was its own entity—something I created, nurtured, and shaped to reflect my values.

This perspective gave me confidence. I believed in what my business was doing and why. Any insecurities I had about my own success or abilities didn’t apply to the capability of my business, which was built on talent and experience.

That foundation was unshakable. And because I saw my business as separate from myself, I made decisions based on strategy, not fleeting moods or trends.

How Does This Apply To You?

When evaluating creative concepts or branding decisions, ask yourself what serves your business best:

What tone resonates with your audience—even if it’s not how you’d naturally communicate?
Does the creative approach support your strategy, even if it pushes you out of your comfort zone?
Does the font reflect your brand—even if your heart still has a soft spot for Comic Sans?
What colours align with your brand—not just the ones you personally like?
Does your logo translate well across all platforms, or does it only look good on your personal website?
Are you making content decisions based on what excites you, or what actually drives engagement and conversions?
Is your social media presence aligned with your brand’s mission, or is it just a collection of what you feel like posting that day?
Are you building a brand that can grow beyond you, or one that relies too much on your personal tastes and identity?

Your personal preferences don’t have to dictate your brand’s identity. By focusing on what’s best for your business, you build a consistent, compelling story that connects with your audience.

Even if your personal style evolves—maybe you’ve swapped business casual for goth and started reading tarot because the world feels like it’s on fire—your brand remains steady. And that reliability is what earns trust.

How This Impacts Your ROI

A brand with clear, strategic messaging resonates with the right people, making them feel understood—so your marketing dollars reach buyers who are ready to commit.

A strong visual identity helps your business stand out, leading to better brand recognition and organic reach. And when your brand remains stable despite market trends or personal shifts, it establishes credibility, making investors, partners, and clients more likely to commit long-term.

In short, the more you separate yourself from your brand, the more valuable—and profitable—it becomes.

Mindset Is A Simple, Powerful Tool–And It’s Free

Shifting your perspective costs nothing but changes everything.

When you treat your business as its own entity, you free yourself from the emotional rollercoaster that can cloud judgment. Instead of reacting impulsively, you make choices that are strategic, deliberate, and aligned with your long-term vision. That level of clarity strengthens your brand, improves your bottom line, and, most importantly, keeps you from burning out. A strong mindset is the foundation of a strong business—so why not use it to your advantage?

Share This Article