How to Build an Authentic Brand and Website That Showcases Your Unique Voice

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Your website is more than a digital business card. It's the online expression of who you are, what you stand for, and the unique value you bring to the world. For coaches, creative entrepreneurs, and conscious business owners, building a website that genuinely reflects your personality, values, and vision is an essential step toward creating a recognizable and authentic brand.

But where do you begin, especially when you're just starting your business, working with a limited budget, or struggling to translate your vision into a cohesive online presence?

In this episode of the Make it Visible Podcast, Michelle Kuei sits down with Daniela West, an artist, storyteller, and designer who runs a holistic design studio specializing in branding and website design for service-based entrepreneurs. Together, they explore the journey of building an authentic personal brand, discovering your core values, and creating a website that tells your story rather than simply showcasing your services.

Drawing from her own experience transitioning from corporate life to entrepreneurship, Daniela shares how her personal disappointment with a generic, cookie-cutter website inspired her to become a brand designer committed to helping others feel genuinely represented in their online presence.

Throughout the conversation, Daniela reveals her approach to building an authentic brand, including how to identify your core values, connect with your ideal audience, develop a compelling brand theme, and translate your unique story into a visual identity.

Whether you're launching your first coaching business, refreshing an outdated website, or looking to create a stronger connection with your audience, this conversation will help you approach branding and website design with greater clarity, intention, and confidence.

Because your website shouldn't just tell people what you do. It should give them a meaningful experience of who you are.

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Showcase Your Voice: Building an Authentic Brand and Website with Designer Daniela West

Michelle: Good afternoon, everybody, and happy Wednesday! I'm Michelle Kuei. If you're new here, welcome to the group!

I'm the creator of the Visibility Confidence Lounge, and you're watching my Wednesday Live Coffee Talk. This is a show where you get to hear from successful coaches, speakers, and authors who are just a few steps ahead of us. They've built wonderful, successful businesses, and I invite them onto the show to inspire you and share helpful tips and resources that can guide you toward your own success.

For those who are new to me, I'm a Visibility Confidence Coach. I help women coaches build visible personal coaching businesses so they can get out there, get seen, get heard, and go higher through their storytelling.

If you love my storytelling techniques, be sure to grab a copy of my Story Like a Pro workbook so you can start telling your own story!

Today, I am beyond excited. There's honestly no word to describe how excited I am because Daniela and I finally connected! I invited her a couple of months ago, but several things were changing, and unfortunately, she couldn't make it to our last show. This time, I finally grabbed her. I told her, "Daniela, you need to come on the show!" And here she is!

Let me give you a quick introduction.

Daniela is a designer, creative director, and founder of her holistic design studio specializing in branding and website design for service-based entrepreneurs. Ladies, that means you! Raise your hand if that's you. Me! Yay!

That's how I came across her website. It was stunning and amazing. Daniela focuses specifically on helping conscious business owners showcase their voice, follow their unique path, and bring their whole human experience into their brand.

I don't want to take up too much time because Daniela and I have a lot to talk about, and I don't want you to miss any of it. So, let's bring her onto the show!

Daniela: Hi, Michelle! I'm so excited to be here. We finally made it!

Michelle: I know, right? Are you kidding me? I've been waiting for this moment!

People have been going to my website and telling me, "Michelle, your website is so beautiful!" The other day, one of my fellow coaches, Helen, visited my website and said, "Michelle, I feel like I need a map to navigate through your website!"

And I said, "That's exactly the idea!"

Daniela: That's awesome to hear! It's an entire journey through your website: the journey of your story, your beautiful work, and everything that makes you uniquely you.

Michelle: This is something we were just talking about before the show. I have special needs, and I don't mean that negatively. I mean it in a very positive way! I have some very specific needs when it comes to my website.

When I started working with Daniela, she asked me, "Tell me about your vision. How do you envision this website?"

So I started sending her pictures and describing exactly what I wanted. I wanted certain elements, arrows pointing in particular directions, and a design that felt like a map.

I feel like so many of us are going through a journey, whether it's our coaching journey or our business journey. It's all about taking that journey, and I wanted my website to tell a story.

I wanted it to be somewhat complex because I wanted visitors to experience that journey as they explored the website.

I remember when you presented the design to me. I looked at it and thought, "Yes! That's exactly what I want!"

Daniela: That's the best reaction anyone could hope for!

A photo of the final designs Daniela created for Michelle Kuei’s website and brand identity

Michelle: Exactly! So, I would love to hear about your business journey. How did you get started? What was that experience like?

From Corporate Life to Entrepreneurship: Finding Your Own Path

Daniela: My business journey has been a long and winding road, probably like everybody else's.

It all started during my corporate life. I like to call it my past life as a corporate human being. I'm a corporate dropout!

I worked in the corporate world for about seven years after graduating with my bachelor's degree. I was born and raised in the Washington, D.C., area, which is a very ambitious environment. It's very go-go-go and achievement-focused.

I felt a lot of pressure to achieve and be seen as successful. Back then, right after college, my idea of success was to climb the corporate ladder.

I found myself working in several different roles throughout the D.C. area. I worked in human resources as a bilingual recruiter. I also speak Spanish, which is a lot of fun! I worked at higher education institutions and in e-learning.

I jumped around quite a bit during those corporate years.

What I began to notice was a pattern of chronic dissatisfaction. Within six months of starting every new job, I would experience the same feelings. I felt frustrated and had this nagging feeling in my gut that I was meant for something more, something different.

I didn't really want to work for a boss and be told what to do every day. I didn't want to work according to someone else's schedule.

Those feelings followed me into every job I had.

Eventually, I reached a breaking point.

I remember sitting in my little cubicle one day, feeling incredibly frustrated. There was some toxicity in the work environment, including what I would describe as a workplace bully.

I had just spent a month working on a huge project. Then I was given a task to redo the entire thing because a director had decided to take a different direction.

I sat at my desk, practically wanting to break down and cry.

That was the day, Michelle. That was the day I thought, "I'm tired of building someone else's dream. What is all of this for?" I had reached my limit. I was tired of constantly building someone else's dream, feeling undervalued, and not feeling seen.

That was the day I decided to make a change.

Somehow, a friend of a friend connected me with a coach. After starting career coaching myself, I realized that I wanted to become a coach, too. I actually became a career coach!

That was the first business I started. I don't even know if you know this, Michelle, but before becoming a designer, I branched out on my own and tried my hand at career coaching for about a year.

Michelle: No, I didn't know that!

As I'm listening to your story, I can see myself in it, and I know a lot of people can relate.

I didn't have a cubicle. Instead, I had an entire nursing unit to take care of. There was always stress, people constantly needing something, and the feeling that you weren't doing enough for someone else.

You're showing up and giving your best, and yet somehow it still feels like you're not giving enough.

I can almost picture myself getting up and throwing down my badge, saying, "That's it! I'm done!"

Daniela: I almost did that! That day in the cubicle, I was practically ready to throw down my badge.

In my head, I was saying, "Here's my badge. I'm done. Bye-bye! I'm out!"

Michelle: So, after you left the corporate world, how did you get the word out about your business? Did you have to build your own website? How did you get started?

Daniela: When I worked with my own coach, who helped me gain clarity about wanting to become a career coach, she had a small business that helped me get started.

They essentially built my website for me. It was a very simple website. We had just a few sessions over two months to fill in the content and create a starting point.

I remember when the website was built and presented to me. To be honest, I felt disappointed. I felt like the person who created it didn't fully see me or understand me. I think they still saw me as that corporate person rather than the person I envisioned becoming as an entrepreneur.

When I looked at the website, I remember thinking, "This is an old version of me. I don't fully connect with this anymore."

Going through that experience actually inspired me to transition into design.

I had invested time, energy, and money into my website, and yet it didn't reflect how I saw myself. I realized that I never wanted someone else to go through that same experience.

Life is too short! We deserve to have things we love, things that reflect who we are and who we aspire to become. We deserve products and experiences that can grow with us.

I think that's ultimately how I became a designer.

A look from the portfolio at brands Daniela has designed and coached

Creating a Website That Truly Reflects You

Michelle: I want to pull up your website because I want everyone to see what it looks like today!

Your website completely caught my eye. The design, the colors, the photographs of you—everything speaks!

I remember our first discovery call. We were talking, and I thought, "Say no more, Daniela. You are my person!"

Daniela: Of course, I remember that! I remember feeling an instant connection with you, too.

I can always tell when I have that connection because I get this little tingly feeling at the top of my head. I don't know if you've ever experienced that!

Michelle: Yes! Your website totally caught my attention.

And there's something people don't know about me: I'm really into electronic music. I love the idea of going to that big festival out in California, in the desert. What's it called?

Daniela: Burning Man?

Michelle: Yes! Burning Man! I've always wanted to go.

When I saw your website, I thought, "This is Burning Man for me!"

Daniela: Really? That's funny!

Michelle: Your website definitely caught my eye. I'm curious, though. What did your first website look like?

Daniela: Oh, gosh! I wish I had prepared a screenshot. I wish I had thought about that!

My first website was fine. It was good enough to get started.

The first website was very corporate. It felt cookie-cutter, almost as though anybody could have created it. There wasn't much personalization or anything that really reflected my personality and what made me unique.

It was very simple.

Michelle: I think one of the biggest struggles for new coaches is figuring out how to get started, especially when you don't have a large budget.

I'll be honest. At one point, I only had about $2,500 left in my bank account. I couldn't afford to hire someone to design my website.

I remember coming to you after I had already started saving money because I knew I wanted to update my website. I had specifically set aside a budget to work with you.

But in the beginning, I was trying to figure everything out myself. How do I put a website together? Where do I even begin?

What tips or tricks can you share with our audience? How can someone create a website that truly resonates with them?

The Secret to Building an Authentic Brand

Daniela: I would say my secret sauce really comes down to gaining clarity on your core values.

That's where I started when building my own business. I figured out my values first, and I realized that they actually became the building blocks for connection.

When you understand your core values, you can begin to understand who you're trying to reach. Who do you want to work with? Who are the people who share those values with you?

Your values are what make you uniquely human. They guide everything you do. When you gain clarity around your values, you can start building a brand that genuinely reflects who you are.

This might not seem intuitive at first. People often jump straight into designing something beautiful. But it's a waste of time to start designing before taking the time to understand what makes you uniquely you as a coach or business owner.

So, start with clarity around your core values.

From there, map out your ideal audience. Think about the values you share with them.

Then, I encourage people to think about what I call a brand theme.

Think of your brand as a novel. What's the theme of the story? What's the overarching idea that connects everything?

For example, my brand theme is “it’s all about the journey.” That idea came to me in a flash!

Once you identify your brand theme, you can begin creating all the visuals that grow out of it.

The process looks something like this:

1. Core values: Identify what matters most to you and what makes you uniquely you.

2. Audience: Understand who you want to work with and the values you share.

3. Brand theme: Identify the overarching story or idea that connects your brand.

4. Visuals: Begin translating those ideas into colors, imagery, design, and other visual elements.

From there, you can start creating a Pinterest board and collecting images that capture your values and appeal to your ideal audience.

That's a short version of my signature design process!

Michelle: I've experienced that process firsthand because that's exactly what we used when creating my website together.

I think it creates magic when you start with your values.

A look at Michelle Kuei’s values-based brand identity created by Daniela West prior to the website design

Michelle Kuei’s launched website designs after working with Daniela in her signature design service

I remember one of our conversations when you asked me about my core values. I was also curious about yours.

I remember one of the core values that came up was authenticity. I thought, "Yep! That's my girl!"

Daniela: I think authenticity is the core value I have in common with every client I've worked with.

Of course, everyone's values will vary. I try to help people narrow their list down to their top five core values.

You're not going to share every single value with your audience or ideal clients, but there should be at least one major must-have.

For example, if you're going to work with me, you must value authenticity. That's incredibly important to me.

Michelle: And from that point on, everything became so clear.

I started understanding my own core values and how to attract the right people through those values. When I look back at all the clients I've worked with, it makes perfect sense. Many of them come to me because of authenticity. So many things begin to align when you understand what you stand for and communicate it clearly through your brand.

Daniela: Exactly!

Michelle: And JJ says you're a rock star!

Daniela: I love JJ! She's a rock star, too!

Michelle: Absolutely! You are both rock stars!

From Washington, D.C., to Mexico: Following a New Chapter

Michelle: So, you started out in the Washington, D.C., area. Where are you now?

Daniela: Oh, gosh, Michelle! I'd have to draw a timeline behind me to explain everything that's happened in my life over the last 10 to 15 years since leaving D.C.!

But right now, I'm in Mexico.

I made a pretty big move. I was living in Phoenix, Arizona, during COVID, and eventually, I became tired of being there and feeling cooped up.

I decided I needed a change of scenery, so I came to Mexico. I brought my cat, Freddy, with me, too!

Right now, I'm in Puerto Vallarta.

Michelle: How do you go from living in Arizona, having a successful career as a coach and brand design strategist, and then suddenly waking up one day and saying, "You know what? I'm moving to Mexico!"

How does that happen?

Daniela: There's definitely more to the story!

Back in July of that year, I realized I hadn't traveled anywhere since March 2020. It had been over a year and a half.

I used to travel all the time, and I had lived abroad before. But I had become so tired of living in fear.

I was afraid to travel because of the pandemic, but eventually, July came around, and I thought, "Look, I've been working so hard. I'm getting burned out, and I really need a change of scenery."

One thing led to another.

A woman on Instagram reached out to me completely out of the blue. She also happened to live in Phoenix. She told me she loved my account and asked if I wanted to meet for coffee.

I said sure, and we met in person.

Somehow, Mexico came up in our conversation. As soon as she mentioned it, I felt a spark. I felt that little feeling in my gut light up.

I thought, "In my entire life, I've never considered going to Mexico, and it's right there! It's practically our neighbor!"

After that coffee conversation, I started doing some research. I joined different travel groups on Facebook and eventually came across Puerto Vallarta.

I thought, "Let me take a vacation there and check it out. It's calling to me!"

So, in July and August, I spent about two weeks in Puerto Vallarta, and I really fell in love with it.

The people were incredibly friendly, open, and laid-back.

I came home feeling so happy. I was probably the most mellow, tan, best version of myself you could imagine!

I was on such a high when I returned in August and went back to my regular routine in Phoenix. But then I started feeling a little depressed.

I happened to be at another coffee shop one day and met a woman. After I told her about my vacation, she asked me something that really stuck with me.

She said, "Why does it have to be just a vacation? You have that lifestyle. Why can't you create a life that embodies all these things you're telling me about? Why can't you make the vacation your lifestyle?"

I thought, "Okay, stranger! This is very inspirational!"

Honestly, that conversation lit another spark in me. It planted the seed that eventually led me to decide to start a new chapter.

That's how a series of events led me to make this big move.

Michelle: Why not make leisure more of a lifestyle? That's amazing!

I think that's the dream for so many people.

I've always wanted that kind of lifestyle where I can travel and work at the same time. I can take calls, work with clients, and still experience the world.

That's my ideal lifestyle, and you're living it!

Daniela: I think that's become an ideal for many entrepreneurs.

The whole digital nomad lifestyle has become so trendy, especially since COVID. The world has shifted so much.

It's been incredibly challenging, but it has also opened up opportunities that many people didn't have before, particularly the opportunity to work remotely.

I've actually been working remotely since 2019, before the pandemic.

But I've realized that it's not without its challenges, Michelle. It's not always easy to achieve that ideal lifestyle.

I think it can get glamorized quite a bit.

Once you figure out what kind of daily structure works for you and what environments allow you to thrive, it becomes much easier. I also think it's important to gain that clarity before making a big move to another country.

I spent months journaling and really thinking things through. I wanted to make sure I had the clarity and vision I needed before taking that leap.

I didn't want to do it blindly.

Navigating Change and Finding Alignment in Business

Michelle: How has the move changed things? What's shifted in the way you're running your business now?

Daniela: So much, Michelle!

I moved to Puerto Vallarta about a month ago, and it has been a huge roller coaster trying to get settled here.

A lot of things I thought were certain suddenly fell apart.

For example, I had a big client project booked for January and February. For personal reasons, that client came to me and canceled relatively last minute.

That was unexpected.

Then, shortly afterward, I had signed a one-year lease because I thought I had found my home here. But that situation also fell through unexpectedly.

Suddenly, my financial plans had to change, and my living situation had to change very quickly.

It was stressful.

I realized that even when we think we have certainty, things can change in an instant.

Now, I'm trying to look at situations that might seem negative at first and approach them differently.

I'm reminding myself that I have faith in my ability to figure things out.

I genuinely believe the universe is redirecting me. It's closing doors on things that probably weren't aligned with who I'm trying to evolve into.

As far as my business is concerned, this experience has caused me to reevaluate some things.

Michelle: Well, there are a lot of exciting changes happening with Daniela and her business!

When she told me about some of these changes, I thought, "Yes! This is exactly what people need!"

I know there's so much more value coming, and there are going to be more opportunities to work with her.

Daniela: You're giving me such a good introduction! It's exciting!

Michelle: So, tell us about some of the exciting things you're working on!

Daniela: I think the thing I'm most excited about is how I'm changing my services and the way I work with people. Back in the day when I started out as a designer, custom projects used to take me 4-6 weeks to complete.

But then I realized that I do my best work in a shorter, laser-focused container, and I realized that many people are also looking for a shortcut to launch their new websites to the world. Otherwise, projects can drag on much longer than anticipated, and you can easily get stuck in the weeds of overthinking and nitpicking the design—which honestly leads to frustration, procrastination, analysis paralysis, and burnout for both the designer and the client.

So! I created my very own express signature design experience to help you get branded, built, and launched in literally one week or less!

Get a Custom Website in Under a Week with Daniela's Signature Design Experience—The Soul Site Service

So, if you’d like a shortcut to launch your own custom website, you can work with me in my signature design experience, The Soul Site Service. It’s a semi-custom, express design service where I’ll create your new digital identity and website in literally under a week. You also have the option to add a 1-1 Brand Blueprint live intensive session with me so that we can harness the power of your own astrology to anchor a deeply rooted digital identity that will evolve long-term as you do, and get it launched fast so that you don’t overthink it or procrastinate any longer.

You’ll walk away with an iconic brand identity that is masterfully magnetic and unmistakeably you.

Get Astrology-Based Brand Coaching & Your Unique Business Blueprint

And not only am I designer, but I am also an experienced brand coach. This comes from my pre-designer life as a career coach. People can work with me for brand blueprint coaching if they're looking for tailored strategy for their brand.

I use the lens of astrology to help you get really laser-focused advice for how to grow your brand, how to communicate more clearly, how to use your innate blueprint to attract your ideal clients and market yourself in a way that feels really aligned and natural and gives you energy instead of drains you.

I'm a big believer of helping people identify their unique strategies to build their businesses in their own unique special way, because we're all different.

So, if you’re looking for a roadmap that tells you exactly how to brand and run your business in the way that feels best to you, definitely book a brand blueprint reading with me.

Michelle: I love that!

I was telling Daniela earlier that I wish I had known her when I was first starting my business.

I could have saved myself so much time and money!

Instead of spending money hiring someone to put together a generic website that didn't really represent me, I started building something myself.

I remember having to go back and make changes afterward because the website didn't speak to me. I had to shift things around and adjust the content.

I have some beginner knowledge of HTML and coding that I've picked up along the way, so I ended up spending another $250 hiring someone to make adjustments. Even after that, I still had to spend hours fixing things myself.

Honestly, I would have been better off just working with you from the beginning!

Daniela: I would have, too, Michelle!

When I first started my business, I hired someone to create my website, but I ended up redoing most of the website myself because I felt like they didn’t really understand my vision and they couldn’t capture me in the visuals. And the website project took forever—3 months!

Of course, that experience eventually led me to become a designer, so I can understand why it was a necessary part of my journey.

But I don't want other people to waste their time going through the same experience that I did. I want to give them a shortcut.

Michelle: And I would add something important to that. Before you start building your website, you need to think about your brand values and the content you want to share.

What do you want to communicate through your website? How do you want to portray your story?

For example, JJ is a wonderful copywriter who helped me write all of my website copy.

By the time I reached out to Daniela, I already had a complete picture of my vision. I knew how I wanted the website to look, what story I wanted to tell, and what words would communicate that vision.

Everything came together to create the picture I had in my mind.

And while I have you here, I want to talk about why I truly believe a website is a must-have for every business owner.

Your website is your digital business card.

When I go on a podcast interview, I can share my website with the audience. I can send people there and say, "Come check out my website!" It's a place where people can discover who you are, what you do, and how they can work with you. A website helps draw attention and traffic to your business. It's an essential resource for any business owner.

Daniela: I love how you put that! A digital business card! I've never heard it described that way, and I like it!

Honestly, one thing I've noticed is that whenever a client launches a new website, their confidence skyrockets.

I'll finish a client project, and when their website launches, they see everything come together.

They're like, "Oh my gosh! This is me in a website! This is my voice! This represents everything I stand for and the work I love!"

It's so exciting to see their stories, values, and brand come together like pieces of a puzzle.

I can tell you from experience that having your first website is incredibly empowering.

It's magical when you finally see your dream right there in front of you on a screen!

Michelle: It's true! It's your dream coming to life!

Final Thoughts

Michelle: Daniela, thank you so much!

Oh my gosh, I wish I could keep talking with you for days and hours!

Daniela: I know! Me too!

Michelle: We need to have a retreat in Mexico!

Daniela: Yes! You can come to Puerto Vallarta, and we'll have some margaritas!

Michelle: I actually know someone who's heading your way. She participated in my challenge course, and she's going to be in your area!

Daniela: That's exciting!

Michelle: Thank you so much, Daniela!

Daniela: Thank you, Michelle!

Michelle: I'll see you in a bit!

Daniela: All right! See you!

Closing Remarks

Michelle: All right, ladies! I hope today's conversation gave you some ideas about how to create your website and, more importantly, where to begin.

I think so many of us struggle with that first step. We know we need a website, but we don't always know where to start or how to bring everything together.

Hopefully, today's episode has given you some new ideas and introduced you to resources that can help answer your questions.

I'll see everyone next time!

Bye!

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About Daniela West

Daniela West is a heart-led thought leader, storyteller, entrepreneur, survivor, personal brand expert and designer, intuitive artist, singer-songwriter, poet, coach, creative director, educator, emerging author, and host of The Sacred Style Podcast.

With an international master's degree in Nonprofit Management & Organizational Leadership, her work sits at the intersection of identity, artistry, healing, and systemic transformation—guiding individuals and communities to reclaim their power, transform trauma into purpose, and become more whole, healed, and human along the way.

❤︎ LET'S CONNECT ❤︎

• ✨Website: https://danielawest.com/

• ✨YouTube: https://www.youtube.com/@ItsDanielaWest

• ✨Instagram: https://www.instagram.com/itsdanielawest

• ✨Facebook: https://www.facebook.com/bydanielawest/

• ✨Pinterest: https://www.pinterest.com/itsdanielawest/

• ✨LinkedIn: https://www.linkedin.com/in/daniela-west/

To work with me 1-1, I offer semi-custom web design in under one week with my signature service, The Soul Site Service.

I also offer 1:1 brand blueprint coaching harnessing the power of astrology to clarify how to brand and market yourself using your unique natural blueprint.

On my Substack, you’ll find all the raw, vulnerable, emotional content that I don’t share anywhere else. Poetry, personal essays, channeled messages, diary letters and musings on spirituality, shadow work, transformation. I write about self, soul, & society to help you rewrite your script on being human.

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