Telling your authentic story requires truly connecting with people.
And guess what? Some of the best rules for doing this feel completely counterintuitive.
Take my brand photos on this site as an example. I’m sitting cross-legged on the floor or on my yogurt-stained ottoman with toys blurred in the background. I’m in leggings with a wrinkled shirt, chipped nail polish, and dog hair clinging to me. Oh, and I’m barefoot. Glamorous? No. Authentic? Sure, that’s one word for it.
Originally, I envisioned my brand photos being shot in a trendy coffee shop or library, surrounded by “creative” vibes. But when inspiring struck, my baby was asleep, and I had an hour to pull it together. So, I used my iPhone and a self-timer, right in the middle of my real life. And you know what? It felt truer to me than any staged setup ever would.
That’s what authenticity looks like — it's real life, not a polished highlight reel. And that approach can feel weird when you're writing for your brand, especially when the rules of traditional marketing tell you otherwise. Initially I cringed at the dog hair on my leggings; now I love it. I love dogs. I am unapologetically me. And, strangely, it’s attracted clients I adore working with. Also: It feels damn good to show up as your genuine self and not put on a face.
Alright, let’s get to the rules for writing (not self-photographing) with authenticity.
5 ways to use your brand’s voice authentically
1. Promote your competitors (seriously).
This might sound like business suicide, but hear me out. Mission-driven brands are about the bigger picture. Your competition? They’re also your allies in the same fight. Promoting them doesn’t weaken your brand; it strengthens the collective mission. It shows that your values outweigh profits, and that? That builds trust.
When you share a competitor’s campaign or message, you’re sending a signal that you’re secure in your own offering and genuinely care about the cause. Customers who align with that mission see through the competition and gravitate toward your authenticity.
2. Stop talking about yourself.
It’s tempting to make your brand the hero of the story — especially when you’re damn proud of what you’ve built. But trust me, talking about yourself nonstop is the fastest way to lose your audience. Mission-driven storytelling is about making your customer the hero and your brand the guide.
Your content should focus on how they can be part of the mission. What’s in it for them? How can you help them be the change? By shifting the focus, you build a deeper connection. It’s not about your accolades; it’s about their journey.
3. Admit your failures and weaknesses.
This one feels like a gut punch, right? Who wants to air their dirty laundry? But here’s the thing: people relate to failure. They respect honesty. When you openly admit where you’ve messed up, you’re showing vulnerability, which builds trust and rapport.
Admitting mistakes or sharing moments when your business fell short shows that you’re not perfect (because who is?), and it makes your wins feel all the more authentic. The transparency factor is huge here — it sets you apart from brands that only flaunt perfection.
4. Show the ugly side of the mission.
The truth is, your mission probably has some not-so-pretty aspects. Maybe it’s dealing with tough realities or exposing truths that are hard to stomach. But ignoring those ugly parts to focus only on feel-good moments? It comes off as disingenuous.
Lift the veil. Show what’s real. Mission-driven brands need to confront the hard stuff. It’s about the journey — the highs and the lows. When you’re honest about the ugly, you give people a reason to care, to rally behind you, and to trust that you’re not just sugar-coating the story.
5. Own your mistakes.
Mistakes happen. Whether it’s a PR misstep, a product failure, or even an oversight in how you’ve communicated your mission — own it. The moment you try to spin it, you lose credibility. But when you say, “Yeah, we messed up. Here’s what we’re doing to fix it,” people respect that.
The authenticity comes through not just in the admission but in the actions you take to correct it. Being a leader in your industry doesn’t mean being perfect; it means being accountable.
lean into authenticity
Don’t shy away from what feels messy or counterintuitive. Your audience will see it, feel it, and connect with you more deeply because of it.
That impromptu, self-timed photo shoot I did for my website? It wasn’t just convenient — it was the most me thing I could have done. It felt natural. Authentic. Real. I didn’t need a pristine setting or a meticulously put-together outfit. I needed me — in my life, in my flow. And that’s what mission-driven brands are all about. It’s not about perfection; it’s about showing up as yourself, dog hair and all.
Ready to make your brand real?