Building a brand in the digital world
This is part of F5.0 project brief
Imagine you are a therapist. You have spent years studying, practicing, and helping people. You are good at what you do, but you are not making enough money. You think, What if I take my business online? You do the math: if you charge ₹1,000 per session and see just two clients a day, that is an extra ₹60,000 a month. Not bad, right? You are excited. You have seen other therapists and life coaches thriving online. They post a few inspirational quotes on Instagram, and boom—they have thousands of followers and clients lining up. You think, I can do that too.
So, you dive in. You create profiles on Instagram, LinkedIn, and other social media platforms. You start posting, sharing your story, and promoting your services. You tell your friends, your network, and even random strangers about what you do. You are putting yourself out there, just like you have seen others do. But then… nothing happens. A few people inquire, but no one books. You feel frustrated. You see others succeeding, even some who you think are not as good as you. You start to doubt yourself. What is wrong with me? Why is this not working?
This is not just your story. It is the story of so many people trying to build a brand online—yoga instructors, life coaches, fitness trainers, and more. They all have the same dream: to share their skills, make a living, and maybe even change lives. But for many, the journey is lonely, overwhelming, and full of self-doubt. They try everything they have seen others do, but it does not work for them. They feel stuck. And that is where our teams' (Guneet Kaur, Juwairiyah Mustafa and Farheen Yousuf) research comes in.
The bigger picture
Our team started by asking: Why is this so hard? To find out, the team talked to 26 digital service providers (DSPs) and 30 of their clients. We listened to their struggles, their hopes, and their frustrations. And we discovered something surprising: no matter what kind of service they offered, they all faced the same challenges
Here is what our team uncovered:
Discovery phase: It all starts with excitement. DSPs dream big—they imagine a steady flow of clients and a thriving online presence. But often, their goals are unrealistic. They think, If I post every day, clients will come. But it is not that simple. They do not realize that what works for one person might not work for them.
Reality check: After the initial excitement fades, reality hits. DSPs post, promote, and try to engage, but nothing changes. They start to blame themselves or their clients. Maybe people do not value my work. Maybe I need to post even more. But the truth is, effort alone does not guarantee success.
Frustration phase: This is where many give up. They have done everything “right,” but they are still not getting bookings. They see others—even those with questionable ethics—succeeding, and it feels unfair. They start to resent the market, their clients, and even themselves.
The hidden challenges
The real problem is not just about posting more or working harder. It is deeper than that. Here is what is really going on:
Misaligned expectations: DSPs want bookings, but clients want clarity. Clients are looking for clear services, transparent pricing, and trust. If they do not see that, they hesitate. Meanwhile, DSPs are struggling to build their brand, retain clients, and manage their time. The two sides aren’t speaking the same language.
The iceberg effect: On the surface, building a brand online seems simple—just post, promote, and clients will come. But underneath, there is a lot more going on. DSPs often make assumptions that don’t hold up. They think visibility guarantees bookings, or that being skilled means they’ll be discovered. But that is not how it works.
The platform trap: Many DSPs turn to platforms like Topmate or Fiverr, hoping for a quick fix. These platforms help with scheduling and payments, but they do not build trust or guarantee visibility. They are tools, not solutions.
How do we fix this?
So, what is the answer? It is not about posting more or copying what others are doing. It is about building a strategy that works for you. Here is what we have learned:
Branding is more than marketing: It is not just about promoting yourself. It is about building a foundation—a clear identity that people can trust and connect with.
Clients buy trust, not just services: People do not just want a service; they want to feel confident in the person providing it. If your messaging is unclear or your pricing feels uncertain, they’ll hesitate.
There is no One-Size-Fits-All solution: What works for one person might not work for you. You need a plan that’s tailored to your strengths, your niche, and your audience.
Why this matters
This is not just about helping DSPs succeed. It is more about creating a world where skilled people can be seen, trusted, and valued. When DSPs thrive, their clients benefit too—they get access to credible, engaging, and impactful services. It must be a win-win.
But the story is not over yet. We are still exploring solutions, testing ideas, and learning from both DSPs and their clients. The journey is ongoing, and we are excited to see where it leads.
The takeaway
If you are a DSP reading this, here is what you need to know: building a brand online is not as easy as it looks. It is not just about posting pretty pictures or following trends. It is about strategy, clarity, and connection. And most importantly, it is about not giving up—even when it feels like nothing’s working.
So, stay tuned. The story is not over yet. The brands—and the people behind them—are just beginning to rise. And who knows? Maybe one day, you will be the one sharing your journey, inspiring others to keep going. Because in the end, it is not just about building a brand. It is about building a life you are proud of.