Today’s consumers are sharp. It doesn’t matter how carefully you polish your pitches or curate your content—they can spot scripted messaging, stock imagery, and sales gimmicks from a mile away. Perhaps just as much as the product or service itself, what they’re after in a brand is a connection. And, ultimately, the best way to build that connection is by being real.

Entrepreneur Angela Yungk previously wrote about the importance of authenticity in forging relationships with clients, but it goes beyond the one-on-one. Whether you’re a real estate agent, financial advisor, or small business owner, you need to filter it throughout all your marketing. After all, it’s your story, your voice, and your values that set you apart from the competition, and when you display them proudly, you can create a brand that people feel comfortable coming back to.

Why authenticity works

Authenticity can sometimes feel intimidating because it often goes hand in hand with vulnerability. However, it’s not about spilling your guts to a bunch of strangers; rather, it simply means not hiding behind a perfectly polished and static mask. Pull it off to reveal the real you, and the rewards may be plentiful.

People buy from those they like and relate to
Especially in relationship-based industries, consumers aren’t just buying what you do—they’re buying who you are. They want to work with someone they believe has their best interests at heart. So when you share your story and show your personality, you become a person they feel like they know. And that familiarity builds comfort and, in turn, more confidence, leading them to choose and stick with you over others.

Authenticity encourages trust
In a skeptical marketplace, people are drawn to others they trust, and trust is built on truth, consistency, and relatability. In fact, according to a Stackla study, 88% of consumers say authenticity is a key factor when deciding what brands they like and support. Clearly, what stands out in this climate is honesty, meaning you need to present a personal story that resonates if you want to draw clients in.

It makes your brand memorable
Among a sea of like companies, consumers may forget the features of your services or products, but they will remember how you made them feel. Inspire them with the story of why you started your business, make them laugh with the video take where your dog unexpectedly walked into frame, or share a tip that truly helps them without seeking a sale. Make your marketing feel real, and it will leave a lasting impression that always keeps you top of mind.

It creates deeper engagement
Genuine content tends to get more likes, shares, and comments because it invites conversation. Users will simply scroll past a sales pitch more often than not, but they may respond to a story by tagging friends, sharing their own experiences, or reaching out with questions. That interaction fuels your visibility and positions you as approachable and trustworthy.

Lead with service

Authentic marketing prioritizes providing value over pushing products. Rather than being sold to all the time, people want answers to their questions, helpful advice, and relevant insight. Do what fits your style, whether that’s educating, inspiring, or entertaining. When you consistently give without asking, consumers will take notice. Then when they’re ready to hire someone in your field, they’ll think of you.

Let your personality shine

Don’t mute yourself trying to sound “professional”—your tone of voice, sense of humor, and style are what will create a distinct brand identity. If you’re analytical and love diving into data, lean into that; if you’re bubbly and warm, let it show. The more you embrace into your natural personality, the more likely you are to attract clients who resonate with you. And those are the ones who will stick with you long-term.

Share your story

One of the simplest and most effective ways to market authentically is by sharing your story. It doesn’t have to be dramatic or deeply personal, but it does need to be real. Use your About page on your website, blog posts, postcards, or even social captions as platforms to talk about how you got started and what inspired you to take the leap. You could also open up about challenges you’ve overcome. These small insights can go a long way toward humanizing your brand. For instance, a financial advisor who shares how their own family navigated student loans or retirement planning isn’t just giving advice—they’re offering a lived experience that will spark the thought of “this person gets it,” making prospects more inclined to trust their expertise.

Use video to get personal

There’s nothing quite like letting people see your face and hear your voice to help build a connection. And videos don’t have to be perfect to be effective. In fact, a little imperfection often works in your favor since it will help them feel more genuine. Even a simple, well-lit video recorded on your phone can do the trick; just talk directly to the camera as if you’re speaking to a client or a friend. Show up consistently with such content, and your audience will start to feel like they know you.

The bottom line

It takes courage to be yourself in a business world that often prizes polish over personality, but your greatest marketing asset truly is you. When you lead with honesty and speak from experience, you build the kind of trust that turns into loyalty, referrals, and long-term success.