86. Building a Bold Brand Identity That Lasts with Christi Cooper

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When it comes to entrepreneurship, one theme shows up again and again: it’s not just about what you sell, it’s about how you show up. That’s where brand identity comes in. On a recent episode of Her Business Elevated, I had the chance to sit down with entrepreneur and branding expert Christi Cooper to talk about what it really takes to build a brand that doesn’t just get noticed—but lasts.

Christi’s story is powerful because it’s layered with experience, clarity, and the realization that branding is far more than colors, logos, and fonts. It’s about identity, personality, and how you communicate your value to the world.

Meet Christi Cooper

Christi Cooper helps experts and speakers ditch generic branding and build personality-powered websites that turn heads and book clients. Backed by 25+ years of design experience, she runs Cooper & Heart Creative, where strategy and design come together to help her clients grow their visibility, income, and impact. Her expertise makes her a trusted voice for entrepreneurs who want to step up and stand out.

Branding Beyond the Logo

Christi couldn’t stress this enough: your brand is not just your logo. It’s the total experience people have when they encounter your business. It’s the way you show up online, the tone of your content, the promises you make (and keep), and the feelings people associate with you.

Christi explains that brand identity is essentially the personality of your business—how people recognize and remember you.

This shift in thinking transformed how she approaches branding and how she helps others. Entrepreneurs often jump straight into design—picking colors, creating a website, hiring a graphic artist—without doing the deeper work of identity. Christi’s process slows that down and digs into the why behind the visuals.

Standing Out in a Crowded Space

The truth is, every industry feels crowded these days. Coaches, consultants, creatives—everyone is competing for attention online. Christi emphasized that the way to stand out isn’t to copy what’s trending but to dig deeper into what makes you unique.

She shared an example of working with clients who struggle to differentiate themselves. She emphasizes the importance of focusing inward rather than comparing yourself to others, encouraging business owners to highlight their unique story and approach to stand out.

That’s the essence of building a bold brand identity: clarity plus courage. Clarity about what you represent, and the courage to show up consistently in that identity—even when it feels risky.

The Power of Consistency

One theme we circled back to several times in our conversation was consistency. A bold brand identity isn’t built overnight; it’s built through repeated impressions, consistent messaging, and showing up even when growth feels slow.

Christi explained that the brands that last are the ones that stay the course. The entrepreneurs who are remembered are the ones who keep reinforcing the same message, showing up the same way, and delivering on their promises.

Christi notes that maintaining consistency across your brand helps build trust, which is essential for creating a memorable and lasting brand.

Practical Tips from Christi Cooper

Christi’s wisdom wasn’t just motivational—it was practical. Here are a few takeaways she shared during our talk:

Start with clarity. Before you worry about visuals, get clear on your values, your audience, and the problem you solve.
Tell your story. Your journey, your struggles, and your unique perspective are what will set you apart.
Be consistent. Repetition isn’t boring—it’s what makes your brand recognizable.
Invest in alignment. Make sure your visuals, messaging, and offers all align with your core identity.

Why Boldness Matters

We also talked about the word bold. Why bold branding? Why not just strong, or solid? For Christi, bold means taking ownership of your identity unapologetically. It’s about refusing to water down your brand to fit in or appeal to everyone. Bold brands aren’t afraid to repel the wrong people in order to attract the right ones.

That mindset is liberating for entrepreneurs who feel stuck trying to be everything to everyone. Christi points out that a successful brand doesn’t have to appeal to everyone; it only needs to resonate deeply with the right audience.

A Conversation Every Entrepreneur Needs

By the end of our conversation, it was clear that Christi’s expertise and insights are ones many business owners can learn from. Her work is a reminder that brand identity isn’t optional—it’s essential. And it’s not just about being seen; it’s about being remembered.

If you’re an entrepreneur wondering why your business feels stuck, or why your message isn’t landing, chances are the answer lies in your brand identity. Are you clear about who you are? Are you showing up consistently? Are you bold enough to stand out?

Those are the questions Christi challenges us all to ask—and to answer honestly.

Final Thoughts

Building a bold brand identity that lasts isn’t easy. It takes clarity, courage, consistency, and the willingness to refine your message as you grow. But as Christi’s work shows, it’s worth it. When you step fully into your brand, you stop competing on noise and start connecting on substance.

As entrepreneurs, we often want quick wins. But the truth is, the brands that stand the test of time are built brick by brick, story by story, choice by choice. And the sooner we embrace that, the sooner we can create brands that don’t just survive—but thrive.

Visit Christi and her branding work at https://cooperandheart.com/.

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Demetria

Content Strategist for Today's Busy Solopreneur at Her Business Elevated: Faith Media

Demetria is CEO and founder of a podcast agency and enjoys teaching content strategy to creatives and solopreneurs. As a content strategist, she aims to help the solopreneur and small business turn their profitable passion into a plan of action.