A universal truth across the business world is people want to hire and buy from those they know, like, and trust. The best way to earn the trust of your clients is to be authentic in how you present yourself.
What is authenticity?
Other than being a commonly used buzzword these last few years, authenticity means being your true self in both words and actions. Your words and actions should match; your passion should be evident but not looking like it’s an act. Your honesty and integrity should be evident when speaking to you. And your online persona should match your offline persona when people meet you in person.
No matter how you define the word authenticity, it’s an important trait when it comes to branding and associating yourself as your company’s spokesperson.
Who Would You Do Business With?
Remember that used car salesman stereotype that we can all immediately picture as a smarmy guy who is all pleasant to your face but then bad mouths you when out of earshot for not buying his car or asking too many questions. For most people, that would turn them off from buying because you wouldn’t know if he’s telling the truth or just wanting to sell you a car.
Someone who’s authentic would have a genuine interest in wanting to help you, in this example, by selling you a reliable used car that actually works. They would answer any questions you might have and would find the answers if they didn’t know them right off the bat. They would be honest about the inner workings of the car and would be disappointed if you walked away from the deal, but you wouldn’t feel pressured to buy something you’re not ready for. Which of these salespeople gives you the better authenticity vibe in this example?
Authenticity + Transparency: The Key to a Beautiful Brand
Becoming authentic means making sure you’re not hiding behind your brand instead of being your brand.
You’re hiding behind your brand if you are portraying your brand as you think it “should” be. You’re also hiding behind your brand if you are copying some other authority figure in your niche or sub-niche.
At the very least, your brand should do three things:
- Attracts your ideal clients
- Clearly communicates your value to the marketplace
- Clarifies what you stand for in the world
Your brand is a reflection of who you are as a person and your own unique personality and values. Creating a strong brand for your coaching business is vital to your success as a coach. Building a solid brand is one of the areas we teach our clients in our From Overwhelm to Profits™ coaching program. We cover everything from taglines to social media branding.
You don’t have to be perfect or like anyone else, you just have to be authentically YOU.
If you need help creating a beautiful brand, schedule your private Clarity Call today. Visit http://bit.ly/VP20mincall.
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