The Plumber with the Leaky Faucet: Building My Own Brand Story

Written By Anna Lynne Matisak

I help brands find their story. This is something I’ve been doing way before I declared it as a service I offer. I’m a communicator, a storyteller, a strategist, but actively avoided telling my own.

I’m a cliché, really. A plumber with the leaky faucet situation. I’ve poured years of passionate energy into helping other people get clear, strategic, and confident about their brand message. Yet when it came to my own business (*my own story*), I hesitated.

I have all the excuses. I’m too busy or I didn’t need it. That people would “get it” just by working with me.

But the reality: it’s uncomfortable to put myself out there.

I’m a behind-the-scenes person. A builder. A fixer. A thinker. I thrive when I’m pulling someone else’s story out of chaos and shaping it into something clear and powerful. Turning the lens inward? I turn into Nick Miller from New Girl (a limited audience reference) aka just super awkward.

And yet I know that clarity is where everything begins.

 

The Creative Paradox

Like a lot of neurodivergent creatives, my brain is both my superpower and my challenge. I’m full of ideas, always making connections, always seeing possibility. That energy is what makes me good at what I do.

But it also comes with overstimulation, perfectionism, and imposter syndrome. The inner questions sound something like this:

  • Am I doing too many things?

  • Am I playing it too safe?

  • Can it all really fit together?

  • Squirrel!

  • If I brand myself one way, what if I lose the freedom to evolve?

  • What if I fail?

  • Another squirrel!

Sound familiar? My clients ask the same questions.

Which means I know, deep down, that avoiding the work of my own brand wasn’t just about me, it was about fear.

 

Why Clarity Matters

Here’s what I do know: without clarity, everything feels heavier and more difficult than it needs to.

Second-guessing every email, every proposal, every opportunity.

Feeling scattered and stretched thin, and constantly starting from scratch instead of building on a solid foundation.

Clarity doesn’t mean boxing yourself in or reducing who you are. It means weaving the threads together into a story that feels rooted, confident, and true.

For me, that means finally embracing A.MAT Creative as more than just a name I use to invoice clients. It means showing up with a clear point of view: strategy with soul.

Because if I can help other people build authentic brands that align with who they are, then I owe it to myself—and to them—to model the same.

 

The Shift I’m Making

So here’s where I am now: leaning into the process, struggles, and aversions that come with building my own brand.

I know I’m good at what I do. I see the results in my clients’ growth and in the stories and strategies we’ve built together. But until I own that clarity for myself, the imposter syndrome lingers.

And that’s the shift. Creating a brand story isn’t just marketing. It’s alignment. It’s claiming your voice. It’s giving yourself permission to grow in a way that feels real, not manufactured.

 

What This Means for You

I want to share what I’m learning as I go, not just the polished outcomes, but the messy process too. Because chances are high, I’m not the only one:

  • Struggling to explain what you do in a way that feels right.

  • Wondering if your work is “too many things.”

  • Avoiding self-promotion because it feels awkward or self-serving.

Here’s the thing: every brand (yes, even a solo freelancer or a grassroots nonprofit) needs clarity first. It’s not about being perfect. It’s not about having the slickest website or a massive marketing budget. It’s about being able to tell your story with confidence and consistency.

So let me leave you with one simple prompt:

If someone asked you what you do in one sentence, would you feel excited or uneasy about your answer?

If the answer is uneasy, you’re not alone.

 

Moving Forward

This post is the beginning of something new for me: a space where I’ll share both the personal and the practical sides of building a brand with soul. Some posts will be raw and real, like this one. Others will be more tactical—guides, prompts, and insights you can apply directly to your own business.

Together, they’ll reflect the same truth I bring to my client work: that story and strategy need each other.

Because strategy without story is hollow. And story without strategy is wasted.

So coffee cheers to finding clarity … me, you, all of us.

Anna Lynne Matisak