What does 'authentic' personal branding mean these days?
Thanks to social media, small businesses have an amazing opportunity to connect with their audience online, showcase their work and give people an insight into their brand experience before they decide to buy. This now means that businesses need to be providing interesting and valuable content online to engage potential clients and show off their brand.
But, these days it seems like some business owners are taking it to the next level by sharing everything and anything online. Even on LinkedIn. So, is that what it means to build an authentic personal brand in the modern world? Let's unpack it.
Why is authentic personal branding important in the small business world?
Think about the last service provider you purchased from. I'm guessing you probably scrolled through their website, potentially downloaded their resources, watched their TikTok videos or Instagram stories and maybe listened to their podcast. This is what consumer behaviour looks like in the modern world. People are curious and really want to get to know the brand before they make a move. They want to get to know the founder, their values, and their personality and decide whether they are aligned. This is especially the case for service providers working one-on-one with their clients - it needs to be the right fit.
On the brand chats podcast, I recently chatted with the talented Jazz Kostov who is the founder of Let's Sleep and the co-founder of Beyond Sleep School. She shares her experience with showing up online and how being herself has allowed her to attract clients who are on the same page. Jazz speaks on Instagram stories every day, hosts two podcasts (The Let's Sleep Podcast and Beyond Biz) and gives so much value to her community. She talks on Instagram stories as though she is chatting with a friend, she shows behind the scenes of her life as a mum who loves running and isn't afraid to show the unglamorous side of business and motherhood. Instead of relying on referrals, Jazz believes that by showing up authentically online, you have the power to work with those who believe in what you do and connect on a personal level.
Listen to my episode with Jazz on Apple Podcasts or Spotify.
Authentic personal branding is more than just keeping it real.
At its core, authenticity is about staying true to who you are, even when you're behind a screen. It's about aligning your online persona with your real-world self. But, sometimes business owners get overwhelmed with the idea of being 'authentic' and think that it means that they need to be sharing anything and everything with their community. I believe that being authentic doesn't necessarily mean broadcasting every high and low to your audience. It isn't about oversharing; but about having a deliberate approach to building trust with your community.
You want your audience to see the person behind the brand without feeling like they're watching a reality show. Authenticity is about letting your unique personality shine through in ways that resonate with your values and your ideal clients. It's about choosing what you want to share as part of your brand and using your unique personality to make genuine connections. It's the secret sauce that makes your brand relatable and memorable.
6 tips for building an authentic personal brand
Showcase your values: Share stories and content that reflects what you stand for and your vision for the business. This helps people connect with your brand on a deeper level and stands out to those who have aligned values.
Infuse your personality: Choose a handful of things that you are happy to share about your real self. It could be that you love running, your pets, or that you are a 4 AM riser. Weave this into your content to help people understand your personality.
Engage genuinely: Speak, share content and respond to messages with a personal touch, and in a way that aligns with your real voice. Having a consistent tone of voice will help people get to know you better, and position you as a relatable expert.
Be consistent: Ensure your messaging is cohesive across all platforms and that you are showing up consistently, whatever that looks like for your brand. Consistency is the best way to build trust and familiarity which is critical to every purchase.
Go behind the scenes: Giving a sneak peek into your process or day-to-day operations helps to humanise your brand. It allows people to picture themselves working with you and being a part of your brand experience.
Done is better than perfect: These days, people dont want to see carefully curated content that is airbrushed to perfection - they want to see the real deal. When you're taking photos and videos, or getting on stories, dont overthink. Be yourself as much as possible.
Embracing authenticity is part of what makes your brand truly unique.
Building an authentic personal brand isn't about airing your dirty laundry for the world to see. It's about being purposeful in how you present yourself and your brand. By being genuine, consistent, and true to your values, you will create an authentic connection with your audience that (literally) no one else can replicate.
Learn more about creating a strategy for your personal brand.