How to Build a Business That Embraces Your Season of Life

You know by now that I am always here to be honest with you, so here is my take on the word “consistency” in the online business world. It is obsessed with consistency. You've probably seen the posts: "Show up every day to build your personal brand!" "Content consistency is key!" "Post at the same time daily!" But seriously: that version of consistency is complete rubbish, and it's keeping business owners stuck in cycles that don't serve them or worse, scaring them off from even starting. Which isn't doing their brands any favours at all.

I'm here to tell you (picture me sat on my high horse), as someone who has been there and done that, that consistency doesn't mean being chained to your laptop seven days a week. Real consistency means that you show up in ways that work for YOU, you don't have to follow someone else's rigid schedule that ignores your actual life.

Here’s the important part most people miss when it comes to this topic – brand consistency isn’t about frequency, it’s about recognisability. It’s making sure that whenever you do show up, your visuals, tone of voice and message are so aligned that your audience instantly knows it’s you. That’s what builds trust, authority and long-term loyalty, and that’s exactly what I help my clients to do.

What Consistency Looks Like

If consistency for you means one Instagram post a week, staying on top of your emails weekly, and doing your accounts monthly, then that's YOUR consistency. It's not about matching what everyone else is doing; it's about creating a rhythm that flows with your life, not against it.

Someone who has babies at home vs someone who doesn't versions of consistency are going to be very, very different. 

I take 14 weeks off from my business per year with my little one during school holidays, and I'm not apologising for it. Those breaks aren't lazy – they're deliberate, they're planned, they're communicated. 

How did this business schedule come around? It started during lockdown, I was furloughed, and instead of panicking, I found myself walking, picnicking in the garden, and splashing in the paddling pool. We did so much baking and creating. It was brilliant.  That time at home opened my eyes to the 9-5 trap that I was in and sparked my drive to build something different, real freedom for myself and my family.

I built a business - realised very quickly that I wasn't very good at doing both, working with my little one at home and then again - very quickly changed the business model to the above.

Building Your Business Your Way

Here's how I've built a business that works around my life, not the other way around:

Plan Your Freedom First: My holidays are booked in my diary 12 months ahead, as soon as the school releases their dates. They're non-negotiable. I communicate with clients, I communicate with the internet - everyone knows when I'm unavailable.

Leave Work at Work: I have separate tech that stays in my office. The business doesn't follow me around like a needy puppy. When I'm off, I'm properly off.

Ditch the People-Pleasing: This was a massive one for me. I had to do some serious inner work because people-pleasing is my toxic trait and I have realised that it stops me from living the life I want to. Just because work is offered doesn't mean you need to take it. If they want to work with you, they'll wait until you have availability. A quote that I find myself repeating at least weekly is “just because you can, doesn't mean you should” and I will let you take that one from me for free 😉. 

This is where the branding connection comes in…when your brand is strong and memorable, you can step back from your day-to-day “in the business” without disappearing. Your audience will still remember you, recognise you and will keep you front of mind even when you’re off making real-life memories.

It can be a reality check

Will building this kind of business take some hustle at the beginning?

Yes, probably. You need to build your brand first and foremost; you need to be seen. You need to build that consistency we spoke about in the beginning - build something you can stick to. You need to be spoken about in rooms you're not in, and that takes a lot of work. You need to stand out so your reputation builds your business, regardless of the boundaries you put in place.

You need to create a brand that is consistent FOR YOU, not one that relies on sitting behind your laptop post 7 days a week working on your social media.  Will you want to give up at some points? Yes, absolutely! But pushing through those feelings is worth it because freedom, flow, and space are all possible. The magic happens when you stop trying to be everything to everyone and start focusing on what you do, when you do it, on your terms. That's not inconsistency – that's intentional business building that actually works for real life.

Your season of life isn't a barrier to business success. It's the blueprint for building something sustainable, fulfilling and genuinely yours.

Honestly, when your brand is aligned and built to fit the season of your life that you are really living, you can stop chasing the algorithm and start owning your business on your own - seriously bespoke terms.

If you want help building that brand, the one that people remember , the one that's consistent and spoken about in rooms you're not in - fill out my enquiry form and lets do it together.