“Authenticity” is a big buzzword in the online space.”Show up as your authentic self” “People will want to buy from you when you are being authentic.” That’s all well and good - but frankly, not very helpful. Every coach I’ve met is striving to be as real and as themselves as possible. So what does authenticity actually mean as an online business owner and coach!? 

Simply put, it means not just saying what you care about but living up to it and implementing it. You can spend a day workshopping your purpose, vision, mission, and values, but if that’s where these vital brand elements stop, then what’s the point? 

If these crucial elements don’t light you up or serve as guides daily in your business, then it’s time to revaluate them! First, check to make sure these items genuinely are important to you (and not just what you think you should care about). 

Second, make sure they capture what things truly mean to you. This is especially important when it comes to crafting your values. For example, don’t just say that “honesty” is one of your values. Put some action behind it and define what that means to you and how you go about your business. 

And last but certainly not least, find ways to make these essential statements real. They shouldn’t just be statements on your website or part of a social media post. Instead, they should be a big part of how you treat your clients and partners, influence your offerings and how they’re delivered, and guide you as you scale. 

True authenticity is achieved when you embody the core elements of your brand’s meaning. When you fully believe in them and implement them throughout your business, others will feel that. That’s how you’ll become magnetic. That’s how you’ll build a tribe.