Studio Lago Design Malarkey Cakes Website mock up

5 steps to building an authentic brand

Nov 27, 2023

The word ‘authentic’ seems to get bandied around a lot and as business owners we have been told time and time again that it’s more and more important to be authentic in business.

I know from personal experience this is definitely true. The more you allow yourself to just ‘be yourself’ the more you attract people. The part I genuinely believe people fear about it though, is that by attracting, they will also repel people. Part of the process is about learning that this is absolutely ok too. We can’t appeal to everyone.

So becoming more authentic in your day to day marketing of your business as well as digging a bit deeper to ensure you’re building an authentic brand is absolutely worth it because it could be a complete game changer in your business. Building an authentic brand involves creating a genuine and meaningful connection with your audience. 

If you’re a female founder and you have been struggling to create content, find your voice or say what you really want to say, it’s likely you need to be more authentic to bring more clarity to these areas. I want to break this down and make being authentic as simple as possible for you.

Here are five steps to help you establish an authentic brand:

Define your values and mission:

Start by clearly defining your brand’s values and mission. What does your brand stand for and how does this connect with your ideal clients? What do you want to achieve with your business? How do you want to help people solve their problem with your solution?  These core elements will serve as the foundation for your authenticity. Make sure that your values align with your target audience’s beliefs and aspirations.

Understand your ideal clients:

Authenticity comes from understanding and connecting with your audience. It’s a great idea to conduct research to gain insights into their needs, preferences, and behaviors. This understanding will help you tailor your brand messaging and offerings to resonate with your audience on a deeper level. If you’ve had a great client in the past, you can also ask them market research questions; why did they work with you and what was the transformation they got from the process of working with you.

Studio Lago Design Malarkey Cakes Website mock up

Create a consistent brand voice and visuals:

Create and maintain a consistent brand voice and visual identity across all channels. To create an authentic brand tone of voice, it’s important to be yourself. There’s nothing wrong with having social media captions that are written as you would speak. Don’t be afraid of informality! Your brand should have a recognizable tone, style, and visual elements that are coherent and aligned with your values. Consistency creates trust and helps build a strong, authentic brand image.

Transparency and honesty:

Be transparent and honest in all your communication across channels. Share your brand’s story, including your successes and challenges. Share testimonials and reviews to create social proof and make sure any testimonials include the transformation your created for your clients. Consumers appreciate authenticity, and being open about your journey helps build trust. If mistakes happen (and they always do), address them openly and take responsibility. This builds credibility and strengthens your brand’s authenticity.

Engage with your community:

Make sure you actively engage with your audience on social media. Respond to comments and keep the conversation going. Showcasing the human side of your brand by sharing behind-the-scenes content, stories, or client-generated content can enhance authenticity. Listen to feedback and incorporate it into your brand’s evolution.

Building an authentic brand is an ongoing process that’ll need you to be consistent. Regularly revisit and reassess your brand strategy to ensure it aligns with your values and resonates with your audience. Authenticity is a powerful differentiator in a competitive market, and it can create long-term loyalty from your customers.

I challenge you to take some time out to work your way through these steps to see what’s out of line in your brand and business to help you create a more authentic brand that’ll be totally magnetic to your ideal clients. Get in touch if you need help with it!

About the writer…

I’m Katie and I’m besotted with taking adventurous female creatives, coaches and educators on a journey of discovery of their business from the foundations up, to give them a crystal clear brand vision and a new found confidence to make an impact.

I know what it’s like to start a business and then find yourself on the road to burnout because actually, you’ve taken so many wrong turns and lost sight of the reasons why you started on your journey in the first place.

I hope these design notes inspire you to create the brand of your dreams. 

Katie x

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