How Authenticity Builds Trust That Lasts
It’s Halloween time! A season when wearing costumes and masks is all part of the trick-or-treating fun.
But in business, wearing a mask can be the very thing that keeps you invisible.
I learned that lesson the hard way back in grade four!
The Day I Walked Blind as an Elephant
I was in our school play, dressed as an elephant, complete with a giant papier-mâché mask that covered my entire head.
I was first in line, proudly leading my classmates, who were all dressed as other animals, onto the stage. We were to walk a U-turn through the audience seats, which was simple enough during rehearsal.
But come “opening night,” there was one big problem. I couldn’t see a thing!
The teacher put the mask on me at the last minute, and my eyes were nowhere near the holes!
So there I was, playing my part hunched over like an elephant, blindly marching forward… straight into the audience.
The crowd first gasped… and then laughed. And I stood there, mortified, wishing that mask would just disappear.
A kind parent gently steered me back in the right direction, and I kept going, praying the night would end quickly.
How This Relates to Your Marketing
Looking back, I realize that’s what so many small business owners do with their marketing.
They move forward by posting on social media, running ads, tweaking their websites… but can’t really see where they’re going.
Because they’re hiding behind a mask.
That mask might look like a trendy logo, a catchy tagline, or a “perfect” online persona. But if it doesn’t reflect who you truly are, it’s blocking your vision.
Authenticity Builds Trust
When you hide behind what you think people want to see, you lose sight of what your clients actually connect with, which is the real, authentic you.
And that’s where trust is built.
Trust is what makes clients choose you over everyone else. It’s what makes them feel safe investing their time, money, and confidence in your business.
Because at the end of the day, people don’t buy from the most polished brand, they buy from the one they believe in.
This Halloween, Lose the Mask
So, this Halloween, go ahead and wear a mask for fun, but take it off when it comes to your marketing.
Let people see you!
The real, dependable, trustworthy professional behind your brand.
Because when you lead with authenticity, your brand stops blending in and finally starts to stand out.
Your Turn
If your business had to wear a Halloween costume, what would it be?
Let me know in the comments, I’d love to hear your answer!
Ready to Build a Brand That Feels True to You?
If you’re tired of guessing at what your marketing should look like, The ‘No More Wasted Marketing’ Workbook will help you uncover what makes your brand unique so you can attract clients who trust you from the start.
Get your copy of the workbook here.
Until next time, I’m Susan Friesen, your small business brand positioning strategist, inviting you to stay clear, stay focused, and stand out.
