Have you ever felt like building your business required you to do things you don't believe in or become someone you're not? What if the real issue isn't your strategy, but the fact that your brand isn't fully aligned with who you are?
In this episode of The Business of You, Rachel sits down with Christine Williams to unpack why alignment is the foundation of sustainable success and how to make personal branding the effortless routine it should be, not the soul-selling chore it's devolved into.
Christine Williams is a seven-figure entrepreneur, bestselling author, and Forbes Coaches Council member who mentors women coaches and holistic entrepreneurs to grow businesses rooted in clarity, values, and identity-led leadership. She's built and scaled multiple businesses from scratch while raising a family of five — and her work challenges nearly every outdated rule about marketing and sales.
In this episode, Christine breaks down how to build a brand without sacrificing yourself, why marketing should feel relational instead of transactional, and how her six-step Soulful Abundance System creates growth you can feel good about.
Identity First, Strategy Second
Christine believes the biggest mistake entrepreneurs make is jumping straight to tactics without defining and articulating their identity. Before funnels, offers, or visibility, she starts with the inner game — getting your mindset, confidence, and energy into alignment.
When entrepreneurs believe in their value and trust their process, execution becomes easier and results follow faster. Without that foundation, even the best strategy falls flat. Alignment isn't a mindset buzzword — it's the multiplier behind every business decision.
She explains why sustainable growth comes from choosing how you want to show up each day instead of reacting to the market, trends, or external pressure.
Soulful Sales, Not Pushy Marketing
Christine reframes sales as a service-driven process built on attraction, nurture, and invitation — not persuasion. Rather than dragging strangers into offers, she teaches entrepreneurs to create pathways that allow relationships to form naturally.
Her "front porch" analogy paints a powerful picture: your job isn't to chase people down, but to create a welcoming space where the right clients feel safe, seen, and ready to step forward.
By the time someone is invited to work with you, they're already pre-qualified — which removes pressure, resistance, and burnout from the sales process altogether.
Enjoy this episode with Christine Williams…
Soundbytes
05:49 - 06:44
"The things they did teach me while I was going through coaching school was, 'OK, this is how you get a client. You're just going to book a whole bunch of discovery sessions and sell them your package.' So it was basically trying to take a stranger into a buyer, which never felt good to me. It always felt like I was offering a free coaching session, but really the intention was, I'm trying to make a sale. It felt really out of alignment for me. I would sit and cross my fingers and hope, 'Maybe they won't show up for the call.' I just did not like to try to overcome somebody's objections. It felt like I had to be so convincing. I had to convince them. I had to persuade them. I had to drag them across the finish line to get them to say, 'Yes.' And I just decided that I wasn't going to do that anymore. So I stopped. I decided to figure out a different way, which was based on building relationships."
29:45 - 30:21
"Our inner game is like the foundation. It's the foundation of all the steps I'm talking about. Even though I start with it as step 1, it gets interwoven through everything, because if we're not feeling confident in showing up and being in front of people to create visibility, then that's going to be a block. If we're not reaching out to somebody who just joined our Facebook group, that's going to be a block. If we don't have a positive mindset and we're worried about bothering somebody or annoying somebody so that we never make invitations, that's going to be a block. So the inner game, I really think it's 80% of our work."
Quotes
"Personal brand isn't a performance — it's the foundation."
"There is no convincing or persuading when alignment is present."
"When selling becomes service, pressure disappears."
"You don't scale by doing more — you scale by becoming more aligned."
Links mentioned in this episode:
From Our Guest
Website: https://shineabundancenow.com
Connect with Christine Williams on Instagram: https://www.instagram.com/christinewilliamscoaching
Connect with brandiD
Find out how top leaders are increasing their authority, impact, and income online. Listen to our private podcast, The Professional Presence Podcast:
https://thebrandid.com/professional-presence-podcast
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