how to create an authentic brand that feels like you

Why creating an authentic brand is your ticket to convincing your audience to convert

At its most fundamental, your brand has two jobs:

1. To irresistibly appeal to your target market (without breaking a sweat).
2. To reflect your vision, mission, values and personality (in a way that feels true to you).

The first job? To make your target market feel totally at home? That’ll come down to knowing your target market really well and then crafting a brand strategy tailored especially to them.

(Which is an article for another day. 😉)

But the second job – building a brand that feels like you – that sweet spot is where we’ll be focusing our creative energies today.

Because if you read my article on “What is a Brand?”, you’ll know that authenticity is important. So important, in fact, that most consumers rely on perceived authenticity to decide whether they’re going to like and support a brand (Stackla, 2019).

But what exactly does it mean to be an authentic brand? And how can you, a creative entrepreneur, create a brand that actually feels like you?

Let’s start at the beginning.

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What is an authentic brand?

At its heart, authenticity is about being true to yourself. When we’re being authentic, our actions align with our beliefs, values, and goals.

…Which is still a little vague, right? Well, sometimes it’s easier to understand authenticity by looking at what it’s not.

So, authenticity is not:

• Copying, mimicking or impersonating other brands.
• Pretending to be something you’re not.
• Doing something because you believe you “should” (not because you actually want to or because it’s in harmony with your beliefs).
• Hiding who you truly are (including when you make mistakes).
• Breaking the promises you make to your customers and community.

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How can you create an authentic brand?

Know yourself

Before you even begin working on your brand (and work with a brand designer), you need to know your business inside and out. And not just what you offer, but also:

• Who you serve and why
• What you believe in (and don’t believe in)
• What you value and why
• The experience you want to offer and why
• How your offering changes the world
• What makes your business different

Only by knowing what you stand for – and why – can you create a brand that is able to encapsulate and express your deepest values.

Tell your stories

There is an abundance of incredible stories behind your business, and, together, they form the foundation of your brand’s messaging.

Your messaging matters because it’s how you’ll connect with your audience on a meaningful level. It’s also woven through every element of your brand, from expressing your visuals through to communicating your values.

So don’t be shy about telling your brand’s stories!

Pro tip: Make sure you tell your stories in your brand’s voice. This means finding and defining your brand’s language and personality.

Own your originality

If you want to stand out and be seen, you have to create a brand that, well, stands out. But that doesn’t always mean you have to be bold, bright and wild (unless that’s your style – in which case, go for it!)

The best way to create a brand that catches your target markets’ eyes is to ignore what everyone else is doing – even if it works well and looks great for them – and focus on flaunting your uniqueness.

If you’re a summit-seeker or an ocean-lover, why not weave those elements through your branding? Not only will you adore your branding, but it’ll showcase the quirks, traits and stuff that makes you, you. And that’s a formula for making a lovable brand that feels like you. 

Show yourself

I get it: Showing up online can be scary. Fearlessly putting your face, self, and business out there into the wide wild web? It’s not always easy.

But the more you show yourself – both in and through your branding – the easier it’ll be for you to build a bond and connect with your audience.

By investing in a brand photoshoot and showing your (totally gorgeous, by the way) face on social media, you’ll remind your target audience that there’s a real, relatable and wonderful person behind your business.  

Because the truth is that your superpower truly is that nobody else is you. So building a brand that feels like you?

Genius, girl.

If you want more details on what exactly a brand is, read this blog post! What is a brand, and why is having one valuable for your business?

Want more brand tips and tricks? Come join me on Instagram!