Authenticity in Action: Marketing that Resonates

When I think about marketing, especially personal brand marketing, one unequivocal truth stands out: authenticity is non-negotiable.

In this digital age where perceptions form faster than mists over a morning meadow, there's something profoundly powerful about congruence—aligning your values, actions, and messaging seamlessly. This alignment isn't just about outward appearances; it's about integrating every layer of your being into a singular, coherent narrative that your audience can resonate with. 

Embrace Your True Identity 

A few years ago, I was on hold with a local medical centre. Their message proudly stated that they were a "family-friendly clinic." Exciting, right? Yet, upon arrival, the clinic was anything but. Gory medical pics, no toys, a generally sterile atmosphere—it was jarringly incongruent with their proclaimed values. This experience was a stark reminder for me about the significance of congruence. Just saying "We are family-friendly" isn't enough—it's about living and breathing it through every facet of the customer experience . 

For me, this has meant embracing my nature-loving, adventure-seeking spirit in my brand. I vividly remember an afternoon post-presentation when I needed some “me-time.” I ventured into my backyard, still in my work clothes, and found solace among the trees. I snapped a quick, unposed photo. This wasn’t a polished, professional shot; it was real, unfiltered, and me. Sharing these genuine snippets allows me to forge deeper, more authentic connections.

Show, Don't Tell 

There's an age-old marketing rule: Show, don’t tell. This principle applies doubly to personal branding. Your audience today has an uncanny ability to differentiate genuine connections from artificial façades. Every image, story, and interaction should reflect your values without needing you to spell it out. It’s about providing consistent, genuine glimpses into who you are, beyond the professional veil. When people see me engaging in outdoor explorations, they’re witnessing a vital part of what deeply fuels my creativity and strategic thinking.

Congruence Bypasses the BS Detector 

One of the most transformative realisations I've had is how congruence can bypass people's natural scepticism. When your messaging, visuals, and actions align authentically with your character, it creates an undeniable X-factor that people are drawn to. This congruence operates in the unseen realm. It's the vibe, the energy, the unspoken truth that people feel, even if they can't pinpoint it directly.

Harnessing the Power Combo 

Everyone has a unique set of traits and experiences that, when combined, create an unbeatable "power combo." For me, it’s the blend of being a marketing professional, an outdoor enthusiast, and a devoted mum. This synergy forms the core of my personal brand, allowing me to connect with a diverse audience on multiple levels. Leveraging this combo means sharing stories from each of these realms, illustrating how they interweave to define my unique narrative.

A Question of Connection 

Reflecting on your journey, how congruent is your personal brand? Are there facets of your life or character that you haven’t yet woven into your brand narrative? Think about the unique blend that makes you, you:  

- What aspects of your life bring out your true self?  
- Are you showcasing these aspects authentically to your audience? 
- How can you integrate these facets more seamlessly into your branding? 

Partnering with Purpose 

When clients come to work with me, it’s not just about crafting a marketing strategy. It’s about embarking on a journey of self-discovery and authentic expression. I aim to help you uncover those unique elements that define your brand and align them powerfully and congruently with your business goals. 

It's not simply about what you do, but about who you are and how you show it. Congruence isn’t a tactic; it’s a way of life. And in this, marketing becomes not just sustainable, but profoundly human and deeply impactful. 

--- 

Take a moment and ponder: 

- How congruent is your actions with your words and values? 
- Are there areas of your life you can share more openly for a more genuine connection? 
   
Your story, lived authentically and shared congruently, is your most potent marketing tool. Let’s harness that together. 

******
 

ABOUT THE AUTHOR

Nina Christian is a Marketing Futurist & Global Marketing Mentor who helps people do their marketing in a more human way. 

She is a Certified Practicing Marketer (CPM), Life Member and Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and for 20 years was director of Braveda (Winner, Best Marketing Agency, Australian Marketing Excellence Awards).

Several years ago Nina saw the world of marketing shifting – this time as people became their own brands.  With this, she created a new business as a thought leader, combining her expertise in brand building with personal positioning, resulting in a breakthrough praxis known as Marketing Me™.

She has a knack for simplifying the complex which comes from being a hands-on mum to five children, and uses this to turn time-sucking activities into easy-to-follow systems and processes that make a lot of sense and get outcomes fast.

There are different ways to work with Nina based on your situation and organisation size - with all of them you'll see rapid transformation and tangible outcomes fast. Book a chat with Nina here.