“Authenticity” is somewhat of a buzzword with content sharers these days, with everyone talking about how being authentic in the way you communicate for your business is so important. Well, it really is! Whether you’re big or small, connecting with your audience/clients/customers in a real way is part of your brand.
What Does it Mean to be Authentic with my Brand?
No matter what your business is, you’re constantly relaying information to an audience. Your website, your social media, your emails, your phone conversations, your letters, your visual identity. Those are just some of the general ways of getting messages out in the world. Being authentic in what you’re saying or showing means using a voice that feels like “you”, sharing photos or graphics that represent the personality of your business or personal brand, and speaking about things that are important to you and your business often.
You might be wondering how do I write in a voice that feels true to my business while remaining professional? What kinds of photos do I share that represent my business? How can I speak about things that matter to me without turning off potential clients?
How do I decide what “Authentic” looks like for me?
The questions above are so valid, and so important to ask yourself when you start considering how to share content authentically. Every business is different, so there’s no blanket advice on what to share. First, you should start with who you are, or what your business is all about. If you’re a small business, it might be easier to say “My core values are XYZ” than if you’re a large one, but you should still spend some time sorting them out! From there you know that when you share content, speaking about those values will engage your audience.
After you get to know your brand a bit and decide what you want your audience to know, consider your market/audience. What kinds of things are exciting to them? What will get them to engage with your content the most? What things might deter them from working with you? Are the things you speak about truly cornerstones of your brand- would you stand by your words to anyone and everyone?
When you speak about things that are true to you and your brand, your audience will feel how passionate you are about those truths.
When it comes to sharing visuals (photography, graphics, logos, brand elements), staying with a cohesive style conveys more than you think it might. Using the same color palettes, photography styles, and fonts can attract your ideal clients/customers and reinforce your brand identity very strongly.
How can I start being authentic today?
Chances are, you’re already in a good place of sharing things that are true to your brand. If you look at your website, logo, or social media and feel like you’re just not connected to it but can’t put your finger on what’s wrong, it’s probably the case that you’ve outgrown your brand identity or maybe you didn’t get it right from the beginning and are just realizing it. It can be hard to admit this, especially if you spend a lot of money on hiring someone or don’t have the money to hire a professional to identify your brand for you.
Some things you can do today to be on your way to a more authentic brand are:
- Pick out 3 things you’ve written or shared online that you think represent your business really well (this may not mean what got the most engagement!)
- Think of 3 more ways you can convey these same messages, but with new content. What do you need to get this content ready to share? (ex. writing Instagram captions, Facebook posts, a new “About” page on your website, some original photography, client testimonials)
- Take a look at what you’re not doing right. Does your logo or website need help? Be truthful with yourself about how much you can do alone, and what you need help from a professional with.
Helping Craft Authentic Brands
As part of all of our branding services, we follow a process that helps us understand what you’re really all about. From creating mood boards to giving you a few different design options and then guiding you on how to continue being authentic, we want to see you be your best business self online and in person.
Does this sound like something you need? Read more about Totum and my services.