AUTHENTICITY WINS

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Hey Will here…….

Glad you made it!

Hang on, we have a doozy this week. Most people would rather drown this topic in a sea of nothing than be real and honest with the rest of us.

We’re talking about painfully fake personal branding.

It lacks the authenticity and integrity needed to live one's dreams of success and freedom.

We're drowning in "thought leaders" who all sound identical and entrepreneurs posting hustle-porn that doesn't reflect their lives.

Being a solopreneur today is like a circus on a unicycle, teetering on the edge of hilarity, getting ready for a face plant!

According to the 2024 Edelman Trust Barometer, faith in business leaders has nosedived quicker than a penguin on a waterslide.

72% of consumers give branded social media content the same look you'd give a suspiciously wobbly chair.

But why, you ask?

We've whipped up a personality casserole that swears it's a one-of-a-kind dish, but it still tastes like the same old conformity chowder!

Bon appétit!

🔵 AUTHENTICITY CRISIS

Open any professional platform, and you'll see immediately that identical "personal branding" templates produce an army of indistinguishable professionals.

• Marketing experts spouting the same catchphrases.

• Leadership consultants share the same frameworks.

• Tech specialists are making identical predictions.

• Everyone claims to be "disrupting" while following the exact same playbook.

According to the latest findings from the Institute of Obvious Revelations, a whopping 86% of consumers say they want brands to be as real as a cat video on the internet.

Meanwhile, only 14% of people think business leaders are as genuine as a three-dollar bill.

This colossal chasm is like the Grand Canyon of trust issues, offering both a crisis and a golden opportunity for brands to stop being as fake as a toupee in a windstorm.

In the next decade, the solopreneurs who ride the wave of success won't be those with Instagram feeds so perfect that they make Martha Stewart look like a slob.

Those daring souls will stand out like a flamingo among a flock of pigeons, boldly flaunting their quirks in a world filled with business doppelgängers.

PRO TIP: Take a moment to review your LinkedIn profile. Highlight any generic phrases that could be found on many other profiles. Swap them out for specific words and phrases that reflect how you’d naturally speak.

🔵 PSYCHOLOGY OF TRUST

Your brain has a built-in BS detector.

We all have a knack for noticing those tiny, almost hidden differences between what someone says and what they really think.

These little mismatches often show up in things like body language.

Sharing authentically can spark the release of trust-boosting chemicals like oxytocin in people's brains.

This natural response fosters a sense of reliability and connection, encouraging people to feel more comfortable and secure in their interactions with your brand.

Transforming how you create and nurture authenticity in your brand can help you stand out and gain a meaningful edge over the competition.

PRO TIP: Try recording yourself as you enthusiastically talk about your work, then transcribe what you say. This genuine language captures the essence of your brand in a way that's hard to achieve when starting from a blank page.

🔵 YOUR PARADOX

Isn't it funny how everyone is trying so hard to stand out and get noticed in our super busy and competitive world?

The twist is that the more you try to follow the so-called "best practices" for branding, the more you might end up just blending in with everyone else. 

These days, authentic, personal, and professional branding is key to success, so people and businesses are always looking for ways to shine and grab attention.

Examine the LinkedIn feeds of your top 5 competitors. I bet you'll find:

• Nearly identical professional headshots

• The same industry buzzwords

• Similar humble-brag posts about "being honored" by achievements

Your quirks, unusual background, and unique perspective aren't liabilities—they're your only true differentiators in a sea of sameness.

PRO TIP: Create a "uniqueness inventory" by asking five trusted colleagues what makes working with you different from others in your field. Feed the input into ChatGTP and ask it to look for response patterns to identify your authentic differentiators.

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🔵 YOUR ADVANTAGE

Keeping up a fake persona is like trying to hold your breath underwater for too long—eventually, it becomes overwhelming, and you'll need to come up for air.

The energy it takes to maintain a facade that doesn't truly represent who you are can be draining and impossible to sustain. 

Just as your lungs start to burn and your body naturally pushes you to the surface for fresh air, your mind and spirit will eventually resist the act you've been putting on.

Living in a way that doesn't align with your true self can lead to many challenges.

Former Facebook executive Jeff Echols describes authenticity as "the ultimate energy conservation strategy." He notes, "My most exhausting career periods were when I was playing a character I thought others wanted to see."

PRO TIP: Schedule quarterly "authenticity audits," during which you review your content, presentations, and communications to ensure they still reflect who you are as you evolve professionally.

🔵 THE RESILIENCE FACTOR

When people critique your genuine brand, it usually does one of two things: it either gives you helpful feedback to spot and fix any blind spots, or it shows that your brand isn't for everyone.

In the first case, constructive criticism is a great way to grow and improve.

It helps you see areas where you might not have noticed weaknesses or things that could be better.

By listening to this feedback, you can make smart choices to refine and strengthen your brand, keeping it relevant and effective in reaching your goals.

In the second case, when criticism points out that your brand doesn't appeal to everyone, it's a good reminder that not everyone will connect.

PRO TIP: Before jumping into that big presentation or interview, think about what truly matters to you for five minutes. This simple mental pause can work wonders in calming your nerves, helping you be genuine and authentic instead of feeling like you must put on a show.

🔵 AUTHENTICITY WINS

The ultimate personal branding irony?

Your actual personal brand emerges when you stop focusing on your "personal brand" and start focusing on being genuinely valuable in your unique way.

As marketer Bernadette Jiwa puts it: "People don't buy what you do; they buy how it makes them feel. And nothing feels better than authenticity in a world of fakery."

PRO TIP: How about starting a "no-filter Friday"? It's a day where you can share one professional insight post each week that you truly believe in, even if it goes against the usual thinking in your field. This little exercise can help you strengthen your authenticity over time!

🔵 COURAGE TO BE YOURSELF

In a world obsessed with personal branding, the greatest act of rebellion is simply being yourself.

It takes courage to drop the facade when everyone else polishes theirs to a high shine.

But here's the truth: People aren't looking for another perfect professional to follow.

They're desperate for someone who is honest and will make them feel less alone in their professional struggles and aspirations.

Your authenticity isn't just your best marketing strategy—it's the gift you give to an industry drowning in sameness.

You silently permit others to do the same when you show up as yourself.

The market doesn't need another carbon copy "thought leader." 

It needs you, with all your quirks, hard-earned wisdom, and unique perspective.

The question isn't whether you can afford to be authentic. It's whether you can afford not to be.

This Is a Journey, Not a Destination

Building an authentic personal brand is an incredible journey that never really ends. It's all about embracing the continual refining process as you grow and evolve!

Remember, it's not about being perfect; it's about discovering that delightful harmony between your true self and how you present yourself professionally.

I can't wait to hear all about your experiences!

Until next week,

Cheers, Will

I'd love to hear about a tiny step you plan to take this week! Just hit reply and share with me—I genuinely read every single response!

Resources to Explore

• Free Download: Personal Brand Worksheet – A step-by-step guide to evaluating your current brand presence

• Book Recommendation: "Known" by Mark Schaefer – The essential guide to building a personal brand in the digital age

• Join The StartSmart Community Here