In today’s marketplace, you’re bombarded with brands vying for your attention. But amidst the noise, the ones that truly resonate are those that feel… real.

Authenticity isn’t just a trendy buzzword; it’s the bedrock of trust, the secret sauce that fosters genuine connection with your audience. Yet, you often get caught up in consuming what “all the others” are doing in their business, and you’re installing those things into your own business because you think it’s the “right thing” to do!

Dang, how are you supposed to convey your genuine brand personality, without it feeling like you’re just putting on a show?

I have some questions you need to ask yourself to decide if your brand is really authentic, or if you’re just assimilating into the masses.

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1. Beyond You: What’s Your Brand’s Unique Personality?

You poured your heart into your business, and your influence is undeniable. However, your brand is its own entity – an offspring shaped by your vision and the needs of the market. It’s easy to look at successful brands and try to mimic their vibe, but true authenticity lies in uncovering your brand’s inherent character, even if it differs from popular trends. Define your brand’s distinct personality (think three adjectives). How does it differ from your own? Ensure your branding reflects this unique entity, not just a borrowed persona.

Example: While many in your industry might adopt a corporate tone, perhaps your brand’s personality is “warm, approachable, and humorous,” reflecting a more personal connection with your audience. Your visuals and language should consistently embody these traits.

Actionable Takeaway: Describe your brand in three adjectives. Does your current branding reflect this unique personality, or is it echoing others?

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2. What Makes You the “Only” One?

It’s tempting to peek over the fence at what your competitors are doing and think, “That must be the ‘right’ way.” But true authenticity isn’t about keeping up with the Joneses; it’s about doubling down on your “onlyness.” What makes you uniquely valuable in the marketplace? What distinct approach or expertise sets you apart? This “onlyness” is your shield against assimilating into the masses. Make it a cornerstone of your messaging, highlighting what you offer that no one else quite can.

Example: Instead of just saying you offer “coaching services,” perhaps your “onlyness” is that you provide “personalized, one-on-one coaching for creative entrepreneurs struggling with imposter syndrome, blending practical strategies with mindset shifts.” This specificity highlights your unique value.

Actionable Takeaway: What’s one thing your business offers uniquely? How clearly do you communicate this, resisting the urge to sound like everyone else?

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3. Does Your Customer Experience Feel Effortless (and Uniquely You)?

Exceptional, frictionless customer service reinforces brand authenticity. When it feels natural and seamless, it sets you apart. Examine your customer journey: where can you eliminate friction and elevate the experience in a way that feels true to your brand, not just a standard practice? A truly authentic customer experience often feels unique and memorable precisely because it’s not a carbon copy of what everyone else is doing.

Example: If the norm in your industry is impersonal email support, perhaps your authentic approach is offering short, personalized video responses, showcasing your brand’s warmth and care.

Actionable Takeaway: Identify a point of friction in your customer journey. How can you make it feel effortless and uniquely aligned with your brand personality?

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4. Are You a Proud Specialist?

Authentic brands focus on their strengths. Resisting the urge to do everything for everyone builds trust in your expertise and helps you stand out from the sea of generalists. What is your core strength? Focus your energy there and proudly own your niche. Trying to cater to every whim can dilute your brand and make you blend in.

Example: Instead of offering a wide range of marketing services, perhaps you specialize in “social media strategy for ethical fashion brands.” This focused approach positions you as a true expert in a specific area, rather than a jack-of-all-trades.

Actionable Takeaway: What is your business’s core strength? Are you prioritizing it in your messaging and resisting the urge to be a generalist?

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5. Are You Playing the Long Game (True to Your Values)?

Authentic brands have a long-term vision, guided by enduring values, not just short-term trends or the desire to keep up with competitors. What are your brand’s foundational values? Ensure your decisions and actions consistently reflect these, even if they go against the grain. This long-term perspective, rooted in your core, helps you stay true to yourself and build lasting connections.

Example: If one of your core values is transparency, this should influence not just your communication, but also your pricing, sourcing, and how you handle mistakes, even if it’s not the industry norm.

Actionable Takeaway: What is your brand’s long-term vision and what core values guide you, even when it’s tempting to follow the crowd?

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Building a truly authentic brand is about aligning your inner truth with your outward actions and resisting the urge to simply assimilate. By honestly considering these questions, you can ensure your brand resonates genuinely with your audience, standing out from the masses by being unapologetically you.

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Say hi to Annie, the owner of Mind Block Media. When she contacted me for an update to her brand photos, she asked for movement, playfulness, and a lot of negative space so that she can fit text into her images. Here is the result:

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BRANDING INSPIRATION

-BL.