How to be the face of your brand when you're terrified of the spotlight | Making Lemonade with Krista Goncalves

How to be the face of your brand… when you’re terrified of the spotlight!

{This post was originally published May 2017. It’s been completely refreshed – as all good things should be from time to time!}

Ok, so you’re terrified of being front and center, right in the spotlight. I get it! I was too, even though I’m what some may refer to as an extrovert.

In fact, I was doubly scared to get out there and show my face, not only from the fear of not looking a certain way to my target audience but I had fears of actually being found out as a fraud!

Perhaps Imposter Syndrome is part of what’s holding you back too?

If that is one of your underlying fears that’s keeping you from rocking your wellness brand, READ THIS FIRST:
Imposter Syndrome – How to stop feeling like a fraud in your business!

In this face-forward article, I’m going to give you some serious action-taking strategies that helped me to not only put an end to some pesky self-sabotaging thoughts, but to gain more traction in my business by finding a way to stand out, and finally just showing up and OWNING IT!

And I know these strategies are going to help you too. But, the truth is – you are the face of your brand, whether you like it or not. That said, let me guide you in HOW to be more comfortable and confident in showing off your wellness brand to the world.

How to be the face of your brand when you're terrified of the spotlight


Before we dive into exactly WHAT you need to do (or not do!) to start being THE FACE of your brand, let’s get these scary hurdles out of the way:

  • You DON’T have to be a celebrity (or look like one) to have a juicy brand
  • You DON’T have to be a professional motivational speaker in order to captivate your audience
  • You DON’T need to be “everywhere” all the time…you just have to appear that way 😉

You don't have to be a celebrity (or look like one) to have a juicy wellness brand! #branding Click To Tweet

However, if you want your Health & Wellness business to grow, it’s important to get out of your comfort zone and do things you may not have ever thought you would.

The 5 “face factors” to consider when you’re trying to get your brand noticed… that are less terrifying than you think!

You’ve got to be highly visible – like really put yourself out there, in order to make a memorable impression in the online wellness business space and be successful in it. I know… super scary and probably very daunting to think about!!

FYI – I share some of my favourite health brands in THIS ARTICLE where I break down what drew me to 6 particular brands. Beautiful imagery and visuals is only one part of it though.

It’s more about how brands, that I would consider highly attractive both visually and verbally (yes, verbally!), give off an overall attractive  “vibe” to their target audience. One that is irresistible, in fact!

So, in order to have your own irresistibly juicy and magnetic brand, here are some key things to consider:


Nobody, and I mean nobody likes boring, bland, or tired visuals – and the look or visual vibe of your brand can make or break your business.

Cheap-looking websites, images that aren’t aligned with your brand, and badly designed graphics reflect poorly on you — no matter how good you are at health coaching or running a wellness business!

If it’s in the budget (find it!), pony up the cash for a good designer who just “gets” you and your brand, and buy yourself some delicious stock photos like this fresh one from Wellness Stock ShopBe the face of your wellness brand | Making Lemonade with Krista Goncalves

However, if you’re really strapped for cash (especially when you’re just starting out!), try FREE STOCK PHOTO sites like:




Even better, learn how to take your own photos! (umm, that’s simply not me, and never will be, so I’ve always relied on the above options)

Make sure your visual elements pop off the screen and catch your potential clients’ attention. Just don’t go too far – tacky and garish are NOT words you want coming to mind when you promote your business!

Then, there are the oh-so-necessary professional-looking photos of YOU.

These are a must and even just a few good ones can go a long way – used for such purposes as your Homepage, About page, author bio on your blog or for guest blogging, and for other contributions in the media.

(which I sincerely hope that you’re also pursuing to build your brand AND your credibility in the industry!)

Need new headshots? Make a date with a photographer (or at least someone who’s handy with an iPhone) and get ’em done!

Krista Goncalves RNC Making Lemonade
I’ve used this headshot for years…but it just reflects who I truly am to a T! Credit: @katyannd on IG


Channel your inner broadcaster and start livestreaming…like right now!

Live streaming on Facebook and Youtube are the hot trends in self-promotion, and it’s easy to see why. Everyone wants to make connections, and live video feels more personal and direct than pre-recorded content, and certainly more than just web copy.

When you’re building an audience, it’s a cool way to engage with your clients (and future clients!) and boost your brand awareness through social media.

Here’s a clip of an FB livestream I did about “collaboration over competition” from the dock at my parent’s house. I just suddenly felt like sharing my thoughts on this topic!

It ended up getting great engagement and I had several people message me about it afterward saying how they could relate to it in their own business.

{To watch the full-length livestream – go HERE to watch it on FB}

Here are some tips for how to get instantly more comfortable putting yourself “out there” and jumping head(shot) first into the spotlight:

  • As Nike says, ‘Just do it’! The more you do it, the better you’ll feel about it. (Fake it ’til you make it, right?) Make videos or photoshoots part of your business routine. Maybe you’ll never learn to love it, but it’ll start taking the fear out of being in front of the camera!
  • Don’t be afraid to be chatty! Pretend the camera lens is your friend, and have a conversation. Try not to be robotic or stiff. Total buzzkill.
  • Yes, that is how you sound. Nobody likes their voice on recordings, but think of it this way – everyone else hears your voice the way it sounds recorded, and they don’t seem to mind! Have you ever tried audio blogging, instead of just writing a blog post? It’s a nice spin on content creation for your audience.
  • Feeling the pressure to be an amazing professional speaker like Tony Robbins right from your first speaking gig, is totally unrealistic. What you do need to be, right from the start though is in motivation mindset mode!

Get out into your community and seek out more speaking opportunities to give you as much “face time” as possible – this will build your confidence and get you over the fear of being in the spotlight, whether it’s in front of a live audience or in front of a camera.

” ‘I have to’ comes from a place of resistance and fear, while ‘get to’ shifts your mind to a place of gratitude and opportunity. When you open up your mind to all the positive possibilities that can come from giving a talk, your fear will start to be overshadowed by excitement.

Try saying: ‘I get to speak to this group of people about their health today’. Speaking about your passion for health and wellness is exciting!”

~ Amy Lippmann of Marketing for Health Coaches

3. ABOUT ME (or Start Here) PAGE

You aren’t boring, so your ABOUT ME page shouldn’t be either. When you write it, make sure get inside your readers’ heads – write as if you were your own client!

The way you speak reflects who you are. So does the way you write! Find your voice and stick to it – if you’re sassy, be sassy! You want everything you write to be part of your bigger picture brand.

Think of your written and spoken words to be a verbal representation of your visual self and your brand. Click To Tweet

Be upbeat and sell your prospects on your ability and personality. Don’t skimp on credentials, either – your potential clients want to know that they can trust you and your services or programs.

Be sure to include a recent and professional looking photo of yourself – and bonus points if you include a video 😉

Read why the ‘START HERE’ page is the new ‘ABOUT ME’ page!


Social media is a huge asset for health experts. Leverage it!

Chances are, 99% of your customers are on Instagram, Facebook, and/or Pinterest – those are the top 3 to start using for biz and branding purposes.

Be sure to post cool but relevant stuff on all these platforms often, and it’s ok to get personal too, including tasteful images of yourself. Hellooo IG – I’m lookin’ at you!

People want to see your authentic and human side as there’s really no more boundary between “church & state”, as they say.

If you have a #wellnessbusiness that's even partly online, then YOU are your business & your business is YOU. Click To Tweet

Also, stick to a schedule and post great content often, paired with those stand-out visuals.

Looking for a new social post scheduler? I use SmarterQueue – here’s 2 months FREE – no strings attached, just feeling generous 😉

You can use social media to help your clients feel like they’re personally connected to you but also that they’re part of a community, and you can assure them that you’re always in reach – at least digitally!

Facebook Group | Juice Up Your Wellness Business community
Want to join an inclusive community that YOU truly feel part of and connected with other Health Pros?

5. FACEBOOK ADS (Gotta pay to play!)

Using the Badass Branding Maven, Stephanie Joanne as an example – here’s what a well-thought-out Facebook ad might look like, using yourself/your likeness as part of the promotion.

Branding - Facebook Ad example

Here’s why Facebook Ads can work for your brand:

According to an eMarketer study, 96% of social media marketers consider Facebook to be the most effective social media advertising platform.

In the past, social media advertising has grown into a highly popular marketing strategy. That’s because it’s one of the most effective paid advertising channels, helping to raise brand awareness, build your tribe, and turn “clickers” into paying clients = conversions.

Facebook says this about their Brand Awareness Objective,

“Raising brand awareness is integral to building and maintaining a strong brand as well as helping to drive sales. But in today’s fragmented digital world, it can be difficult to understand and measure a brand’s impact.

Facebook’s Brand Awareness objective allows advertisers to cut through the clutter and directly optimize for and measure brand outcomes as a result of their marketing.”

So, if you want to elevate your brand, generate traffic fast AND you have a bit of moolah (find it!) – then it’s a great option!

Ok, those are the top 5 considerations to make when you’re trying to increase the overall “face value” of your brand.

BOTTOM LINE ON BRANDING STRATEGY? Brands need to be cultivated, nurtured and then fully juiced!

The VERBAL and the VISUAL have to come together and be more than the sum of their parts.

Your brand is actually an extension of you — and your product, program or service.

Make sure your prospects and clients get what they expect from you – every time they interact with you. And by the way, that’s YOU that they’re after! So, best face forward, right?

Put in the time, seek expert guidance if necessary (*waves hand*), and you will see the rewards by having a personal wellness brand that you’re truly proud of and want to show off — and one that WOW’s your target audience at the same time!

Want to learn how to really stand out and SHOW UP more confidently – and be less terrified of the spotlight?