How to Build An Intentional Brand in 2022

When I started my business a few years ago, I was in a constant tug of war with myself. I did not know how to hone in and focus my time in order to build a sustainable business. No matter how much I planned and tried to focus, I was stuck. There were so many days that I felt like a hamster on a wheel just running with no final destination in sight.

It wasn’t until I experienced terrible burn out and stepped away from work that I realized the importance of intentionality. I looked into the mirror and asked myself: What is your why? Why are you in business?

For me, it was the freedom to create a life that I have always dreamed of and be inspired constantly by ability to create.

With this in mind, I’ve started taking more deliberate actions to create a business that aligns with what I want and who I am as a person.

Whether you’re just starting out or seeking more alignment in your work life, here are four actions you can take today to start building a more intentional and fulfilling business.


You manage client accounts, scheduling, invoices and all the things your creative business needs to grow and thrive. Give yourself credit: you’re a business owner.

Not that I have anything against the term “freelancer.” But there comes a time when it’s beneficial to elevate from identifying as one.

In my experience, people tend to perceive freelancers as someone that moves from one project to another. “Oh, you’re a freelancer? I might know someone who can help you,” they say when you introduce what you do for a living as freelance work. While the intentions are good, the pay generally is not. As much as I personally dislike titles and labels, the one of “business owner” just seems to carry more clout when it comes to perceived value and rates.

When people ask what I do, I explain that I own a creative agency. Maybe you run a wellness business, photography studio, or design studio, small mindset shifts, such as how you identify yourself in association with your work, radiate outward and shape how others perceive your value. So get out there and radiate abundance and commitment to entrepreneurship.


If you’ve been in the business of creative entrepreneurship for some time, you’ve likely heard the term “multi-passionate creative”, I used to throw around the term multidisciplinary studio in regards to my practice.

While I know entrepreneurs who’ve gracefully incorporated multiple creative passions into one successful business, they didn’t do it overnight. Juggling too many interests can be overwhelming when you’re first starting out—or, even worse, it can lead to quick burnout.

Be patient with yourself and focus first on your primary strength, whether that’s graphic design, photography, illustration, writing, or something else. Once you have a handle on running a single-passion business, you can more easily incorporate your other passions.

In the early stages of business, expect to DIY a lot but don’t let that distract you from your primary revenue generator. If you set a solid financial foundation, you’ll have funds to outsource things like bookkeeping, marketing, and copywriting when you’re ready.


It’s easy to get caught up working IN your business, but don’t forget to set aside time to work ON it. Your business needs love, too! To sustain and grow, you must invest time in things like branding, research, marketing, and product development.

I’ll admit, I recently got pretty lost working in my business. Between client projects and just life, I entirely stopped working on it. With so many moving parts and responsibilities, I needed a system to prioritize my business. So I set it up Andrea Fenise Creative as a project in my client management system, Trello.

When it came time to redesign my website, I went took my business through my client process step-by-step. I went through my brand guide, created brand guidelines, and redesigned my new website just as I would for a client.

Treating my business as a client has not only produced better results but also helped me to fall more in love with my work, identify areas for improvement in my process, and better understand my clients.