Authenticity: What It Really Means For Your Brand
Redefining authenticity beyond the buzzword.
Cover photo by Pierre Chatel Innocenti on Unsplash.
Have you ever wondered what being "authentic" actually means for you as a founder? Or what being "authentic" means for your project and brand in concrete terms?
Over the past few years, I've noticed a widespread misconception among founders, creators, and makers. Many people seem to think that authenticity requires total transparency, exposing all our flaws, or sharing every detail of our personal life online. But do we really have to do this? Here's what I believe: authenticity doesn't mean oversharing.
True authenticity isn't about posting that unflattering photo or revealing your deepest insecurities just to appear "real." It's not about showing up on Instagram with an unflattering outfit or pose just to prove you're not perfect. Instead, authenticity in creative fields means showing up as a human being who has values, perspectives, and experiences that shape how you work and do business while still maintaining boundaries that feel right to you.
Finding Your Authentic Balance
Think about it this way: if having purple hair feels true to your personal style, it's perfectly "authentic" – even if it's not the hair color you were born with. You're expressing something genuine about your aesthetic preferences and creative vision.
The same principle applies to your communication. You can thoughtfully curate what you share while still being completely authentic. The key is ensuring that what you do share reflects your actual values and personality, not a calculated persona you've created because you think it will sell.
Focus on elements of your story that relate to your project and resonate with your ideal customers. That might be your creative process, the values that drive your decisions, or the genuine passion you have for your craft – not necessarily your family vacation photos (unless those things are relevant to your business, of course).
Authenticity vs. Genuineness
I think it's also worth distinguishing between authenticity and genuineness. While closely related, they have subtle differences that matter in business communication:
Authenticity is about alignment between your inner values and your outer expression. Genuineness is about the sincerity of your interactions with others.
You can be authentic in your brand positioning while also being genuine in how you connect with your audience. Both are important, but they work in different ways. Your authenticity forms the foundation, while your genuineness builds the relationship.
Setting Healthy Boundaries
The most successful brand stories I've seen strike a balance between being genuine and maintaining healthy boundaries – both personal and professional.
You get to decide which parts of yourself and your story support your business narrative. You can absolutely maintain privacy around aspects of your life that don't serve your business story or that you simply prefer to keep private.
Remember: your customers aren't looking for a diary entry. They're looking for someone they can trust, someone who understands their needs, and someone who delivers consistent value.
The Bottom Line
True authenticity isn't about exposing every flaw or sharing every detail. It's about showing up as your best self while still being human and relatable. It's about creating connections through shared values and genuine engagement.
So the next time you feel pressured to "be more authentic" by sharing something that makes you uncomfortable, ask yourself:
Does this actually align with my values and business story? Or am I just responding to an oversimplified cultural narrative about authenticity?
Your brand story should feel true to you in a way that’s comfortable, energizing, and sustainable. That's authenticity that lasts!
Francesca – Armonica Studio
Francesca is the creator of Armonica Studio, a marketing consultancy focusing on strategy and communication. She is a Brand Strategist, a Communication Consultant, and the creator of The Armonica Blog: Marketing Insights And Actionable Tips For Creators And Makers. She currently lives in Berlin, Germany.
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