Marketing conversations like “how to grow your Instagram following” bore me. Sure, they’re important—because no brand or business can thrive without attention—but as a Sun in the 12th house kind of person, I’m here to go deeper. I want to shine a light on the unseen, unspoken, subconscious elements of building and expanding your authentic brand.
Too often, we fixate on surface-level tactics without asking the deeper questions that really matter. The questions that not only shape your brand but also define how you live and experience your one precious life. Too much focus goes into chasing more attention—and not enough into asking:
Is the attention I’m attracting the right attention for me, my brand, and my life?
Most people have encountered the discomfort of working with a “bad client.” (I say “bad” in air quotes because I don’t believe in bad clients at a soul level—more on that in a moment.) Maybe you’ve dealt with someone who’s overly demanding, sends endless requests outside of scope, and disregards your boundaries. Or perhaps you’ve experienced someone who’s flaky, expecting you to wave a magic wand and transform their world with zero effort on their part. Sometimes it’s less extreme, just a quiet, intuitive nudge that tells you you’ve outgrown the people you’ve been serving. Regardless, enough misaligned clients can turn what once felt like your dream brand or business into a heavy, soul-restricting burden.
Aligned clients, on the other hand? They feel like magic. They value your work, take responsibility for their part in the professional relationship, and are genuinely invested in seeing results. They trust your expertise, apply your guidance, and commit to doing the work. More than that, they align deeply with your values—to the point where they feel like friends. When your world is overflowing with aligned clients, your work feels light, expansive, and deeply purposeful. So good, in fact, that your business starts to feel less like “work” and more like play.
The Power of Resonance
So what’s the difference between attracting an overflow of “bad” clients and attracting a stable flow of aligned ones? Resonance.
Resonance is defined as “when something vibrates or responds strongly to a particular frequency or energy.” While it may sound a little woo woo, it’s also grounded in science. Just like tuning a radio dial to find the right station, we as humans—and as brands—are constantly broadcasting our own energetic frequency. We’re all playing different songs, and not everyone will vibe with our particular tune.
From a brand perspective, resonance is about developing a fine-tuned awareness of the alignment between you and the people entering your world. I like to think of your audience as existing on a spectrum:
- Dissonant Audience: These are the people who have zero compatibility with you or your offer. They may be uninterested in what you do, or their values may clash wildly with your own. Trying to connect with them feels like shouting into the void.
- The “Kinda Ideal” Audience: In the early stages of starting your brand, it’s common to attract this group—people who seem like potential clients because they fit demographic or geographic criteria. While they may have the problem you solve, they aren’t quite the right fit energetically. Working with them can feel like you’re constantly pushing uphill or compromising your own standards.
- High Resonance Clients: These are your perfect matches. There’s an undeniable synergy here—they share your values, align with your mission, and are genuinely committed to their own transformation. They trust you, respect your boundaries, and actively participate in their own growth. Serving them feels deeply fulfilling for you, while they, in turn, experience the best possible results.
When you cultivate resonance in your brand and marketing, you naturally attract more of these high-resonance clients. It’s less about convincing and more about connecting. Less about chasing and more about magnetizing. And that’s when your work starts to feel truly aligned and effortless.
So how does one open up the flood gates for more aligned clients to flow in…?
First, come to the acceptance that you are not meant to serve everyone.
It’s easy to fall into the savior complex, especially when you’re deeply committed to healing and uplifting the body, mind, and soul of the collective. We see suffering, we feel the pain of others, and we want to help. So when someone reaches out, especially in their struggle, our instinct is often to say “yes.” It feels noble, it feels like the right thing to do.
But here’s the truth: while this instinct comes from a place of love, it’s not always the most strategic or energetically aligned choice for the highest good—yours or theirs.
The logical marketer knows that to reach the masses—the millions in the mainstream—you need a multi-million-dollar marketing budget. But there’s a deeper truth I’ve discovered after reading hundreds of Human Design charts: Each of us holds a unique genius. Our energy resonates more deeply with a specific subset of the world, not everyone.
When you come to understand this, you can release the pressure of trying to be everything to everyone. Instead, you can honor the people whose souls are calling out for exactly what you have to offer.
Once you accept that truth, then you must get comfortable with the next one…
Turning People Away: The Art of Saying "No"
For people-pleasers, this can be uncomfortable. When I worked as a marketer for someone else’s company, saying “no” to misaligned clients was easy. But when it came to my own brand? Not so much.
In the early days of offering my own services, my people-pleaser tendencies resurfaced. I found myself saying “yes” too often when I should’ve said “no.” Imagine having someone who’s been following you for months, saving up, and eager to work with you—only to turn them away. It’s hard. But if you’re building an authentic brand, you must learn to embrace the discomfort of saying “no” and disappointing others.
After working with enough misaligned clients and the frustration that comes along with that, I came to understand something vital: saying “no” is always better than accepting money when it’s not the right match. Not only does it do a disservice to you, but it’s also unfair to them. These misaligned relationships breed bitterness for both sides.
If you sense someone is a better fit elsewhere, it is better to be upfront. Honesty is not only an act of kindness—it’s an act of integrity. Sure, in the beginning, there’s value in working with a variety of clients, so you can gain experience and assess where your true alignment lies. But once you’ve learned those lessons, it’s time to get clear, get honest, and be intentional with your targeting.
Get Curious: Why Are You Attracting "Bad" Clients?
We’ve all encountered a “bad” client. Our initial instinct is often to vent: “They’re so difficult! They don’t respect my time! They never follow through!” And sometimes, that frustration is entirely valid. But more often than not, we get so caught up in blaming the client that we miss what these situations are trying to teach us about ourselves.
I know this might sound harsh, but here’s the game-changer: Instead of pointing the finger, use that “bad client” experience as a mirror. Take a step back and self-audit. Misaligned clients can be rocketships for self-evolution. If you’ve already fine-tuned your content and messaging but are still attracting the wrong people, it’s time to look inward at your energetics.
Are you attracting demanding clients? Ask yourself: How clear and firm are my boundaries? Are you attracting flaky clients? Ask yourself: On a scale of 1-10, how committed am I to showing up for myself each day? Are you attracting people who constantly say your offers are “too expensive”? Ask yourself: How deeply do I believe in the value of what I provide?
Your energy speaks volumes, whether you’re aware of it or not. While confronting these questions can be uncomfortable, taking responsibility for your part in the equation is where real change begins. It doesn’t mean bad clients will vanish completely, but you’ll find yourself encountering fewer of them. And when they do show up, you’ll handle them with calm, grounded certainty instead of letting the situation derail your emotional and mental state.
Get Specific: Who Are Your Highest Resonance Clients?
Attracting your dream clients isn’t just about sharper targeting—it’s about profound understanding. The classic questions like “What car do they drive? What magazine do they read?” only skim the surface. To truly connect with your highest resonance clients, you must dive much deeper.
That’s why I created the Customer Aura Mapper—a tool designed to map not just the physical traits of your audience, but their mental, emotional, energetic, and spiritual layers. It’s like market research meets an energy-reading spreadsheet on steroids. To craft marketing that speaks to the soul—marketing that moves people who’ve been stuck in limbo for years—you need a holistic approach.
And if you’re running a creator-led brand—where you are the face of your business—exploring your own energetics becomes essential. I use Human Design as a powerful tool to reveal the energetic dynamics that naturally draw people to you. For instance, my Culture Key is 31 (Gift of Heart Branding). While I’m a brand strategist by profession, I’m also energetically designed to attract leaders who are focused on building heart-centered brands. Understanding this allows me to lean into my unique strengths and resonate more authentically with the right clients.
Match It in the Physical: Align Your Offers, Messaging & Strategy
While the unseen energetic work is the foundation, it’s only half the equation. To truly magnetize aligned clients, your external strategy must become an authentic reflection of that inner alignment.
- Craft Your Offer Suite with Intention: Design your services, programs, or products specifically for your highest resonance market. Instead of creating generic offerings for “everyone,” focus on what your ideal clients genuinely need — and what you’re most uniquely positioned to deliver. Consider the structure, pricing, and delivery style that best supports both you and them.
- Refine Your Messaging to Resonate Deeply: Your words should act as a frequency filter — energetically calling in those who align with your values and approach while naturally repelling those who don’t. Speak directly to the heart of your ideal client’s desires, challenges, and worldview. This is where authenticity matters most — because when your messaging rings true, the right people will recognize themselves in your words.
- Design a Strategic Promotional Flow: Develop a marketing approach that nurtures your audience at every stage — from attracting curious onlookers to guiding them through education, connection, and invitation. Let your content not only showcase your expertise but also subtly filter out those who aren’t aligned. This way, by the time someone steps into your world as a client, they already feel like they belong.
When your external strategy mirrors your internal alignment, marketing becomes less about pushing and more about pulling — effortlessly drawing in the right people and filtering out those who were never meant for you.
The real secret to attracting more aligned clients — and fewer misaligned ones — is resonance. Not just the words you speak or the strategies you deploy, but the energy you’re broadcasting beneath it all.
Resonance starts within. It’s born from your clarity, your conviction, and your willingness to fully embody what you stand for. When your inner world is steady — when you trust your value, honor your boundaries, and align your work with what feels true — that energy radiates outward. It’s this unseen frequency that speaks louder than any marketing tactic ever could.
But resonance alone isn’t enough — it must be anchored in the physical. Your offers, messaging, and strategy need to match the energy you’re putting out. When your external world reflects your internal alignment, you create a powerful magnetic pull — one that naturally attracts those who are meant to walk this path with you and gently repels those who aren’t.
So instead of chasing strategies that promise to “get more clients,” focus on building resonance from the inside out. The more you align your energy with your outer actions, the more you’ll notice the right people — the ones who feel like a soul-level ‘yes’ — arriving effortlessly at your door.