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Why You're Not Consistent

Updated: May 5

Most branding systems are not built to support you. They’re built to support a fantasy version of you. The aspirational you. The you who always has great photos, perfect lighting, a fresh idea, and three hours to design a post.


That version of you doesn’t exist.


You know what does exist?


Tired you. Over-it you. “Oh shit I forgot to finish that” you. “This offer ends tomorrow and I still haven’t promoted it” you. “I had a whole strategy but now I’m in a depression hole” you.


And your branding needs to work _for_ that version of you.


If your brand only functions when you’re in peak performance mode, it’s not a brand system—it’s a trap. And it’s time to stop blaming yourself for not being able to keep up with something that was never built with you in mind.


Consistency isn’t about willpower.


It’s about friction.


The more decisions you have to make, the more resistance you’ll feel. The more resistance you feel, the more likely you are to bail.


That’s not a personal flaw—that’s how brains work. Especially if you’re neurodivergent. Especially if you’re creative. Especially if you have small kids a and are sleep deprived. Especially if you’re a person who is already doing literally everything else in your business alone.


So when your brand is abstract with no clear structure? That’s friction.


When none of the templates that you bought actually work without gorgeous photos that you don’t have time to take? Friction.


When you have four different “brand fonts” but you can never remember which one is supposed to go where? Friction.


When you’re scrolling Canva to try and find an icon for “brainstorm” and can’t decide if you want a cute pastel kawaii one, or a hand drawn one, or a clean outline, or a clean filled in or...


You’re not dumb. Your brand just isn’t t structured well enough for you to use. It’s too abstract, too precious, and too hard to reach for when you need it most.


And every time you skip a post or bail on a newsletter or stop showing up for a week because it just felt like _too much_—you blame yourself. You tell yourself you need to be better. But really, you just need things to be simpler.



It’s using minimalist principles to save your brand. It’s about eliminating friction. Reducing decisions. Building branding _around how you actually work_—not how you wish you worked.


Because when your branding is easy to use, you actually use it.


When you know exactly what font, color, and format to default to, you can start creating _before_ your brain talks you out of it.


When your brand system is built to support your lowest energy day, you’ll be shocked how much more consistent you become.



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Hey I'm Sophie

Thoughtless Brand Advisor

My roots are in UX/UI and brand design. I’ve been doing it for 15 years in pretty much every environment you can think of — startups, in-house corporate, agency, self-employment, and beyond.

 

And ya know what I learned? Well, many things — but one of the most consistent is that everyone, no matter the size or shape, struggles with brand consistency. And that struggle has only grown with the added pressure of having an online presence on top of everything else they were already doing.

 

I also learned that I didn’t really like having every single tiny branding task on my plate… forever. I became hyper-focused on designing myself out of the job.

 

My WorkShy tendencies over the years are what forged the Thoughtless Brand — a system that simplifies, scales, and actually fits real life. Now I’m sharing it through the IDGAF Framework, 1:1 services, tools, and templates made for the way people actually work.

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