What does it really mean to show up authentically in your business?
It’s one of those questions that seems simple on the surface but can leave even the most seasoned business owners feeling a little stuck. I hear it from so many of the women I work with — you want to be visible, to grow your business, but you also don’t want to feel like you’re putting on a performance or exposing too much.
In this episode of Showing Up, I explore how to navigate authenticity in business, how to stay rooted in your values, and how to show up consistently without feeling like you’re oversharing or pretending.
Why the advice “Just Be Yourself” isn’t always that helpful
Authenticity has become such a buzzword that many of us almost roll our eyes when we hear it. And yet, it’s one of the most important parts of creating a personal brand that actually resonates with people. The tricky part is that no-one really shows us how.
“Just be yourself” sounds simple enough, but it leaves so many of us wondering: ok well which part of me?
We’re not just one version of ourselves. We show different sides depending on whether we’re talking to a client, a close friend, or our partner. That doesn’t make you inauthentic – it makes you human.
So, the real question is:
How can you show up in your business as the most authentic version of you, without feeling like you need to share every private detail or put on a performance?
Authentic Marketing is About Intention, Not Overexposure
This is where a lot of entrepreneurs get stuck. There’s this subtle pressure online to be totally open, to share every story and struggle to ‘connect’ with your audience. But authentic marketing isn’t about baring your soul, it’s about aligning what you share with your values.
You don’t have to share everything to build trust.
You don’t have to dance on Reels if it’s not your thing.
You don’t have to show up daily if that pace feels unsustainable.
Your personal brand is allowed to be selective. In fact, it should be. Authenticity is about sharing what feels meaningful and aligned – not everything.
Adapting vs Being Fake
One thing I used to worry about was whether adapting to different situations made me less authentic. I now know it doesn’t. In psychology, there’s even a term for it: self-monitoring – the ability to read the room and adapt while still staying true to yourself.
When I’m photographing clients, I naturally adjust my energy depending on who I’m working with. I do the same when recording the podcast or running my mastermind. If you do this too, you don’t have to worry about being fake – it just means that you’re a high self-monitor and you’re able to read the room well and adjust your behaviour accordingly.
The key is knowing when you’re adapting within your values, versus when you’re drifting into performance just to fit in or please others.
Why Authenticity Makes You Magnetic
When you show up authentically – whether in your content, your brand photos, your podcast or your marketing — you naturally attract the right people.
There’s evidence too: research in positive psychology consistently links authenticity to higher self-esteem, lower stress, and stronger resilience. When your actions align with your true self, you feel better, you show up more consistently, and you connect more deeply.
And yes, this applies even to things like personal branding photography! You don’t have to show up exactly as you are when you’re doing the school run or emptying the dishwasher! It’s absolutely fine to want to look like the best version of you – as long as you’re not trying to be someone you’re not.
A Reflection for You:
Before you post, pitch, or share something this week, ask yourself Does this feel aligned with who I really am, or am I slipping into performing because I think I should?
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If you’d like to go deeper into building your personal brand from the inside out, check out my self-paced course, Uncover Your Magic. It’s a practical and positive way to reconnect with yourself and your brand.
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