Here’s a secret that successful marketers know: customers don’t buy a product. They buy you.

Your personality.

Your experience.

The unique qualities only you possess.

There was a time when “branding” meant a corporate-looking logo and a slick catalogue, but in today’s online marketplace, the real value is not in appearing to be a big company, but rather in just being you. And your personality shines through in a variety of ways.

Your Authentic Voice

How you speak and write and even how you act on camera or in an audio interview has the power to instantly identify you to your audience. You can see this in action if you scroll through your Facebook feed. It’s easy to know who has posted a particular image or status update, just by recognizing the voice with which they generally speak.

Here’s an even more important aspect of your “voice”: it has the power to attract a specific audience. In recent years, a few high profile coaches and product sellers have become celebrities of a sort, largely because of their harsh, “don’t hold back” language.

But, this “don’t hold back language” is not the only way to go. You could build your brand almost entirely on your ability to be kind and generous. Always a nice word, never appearing defeated or overwhelmed, and being an inspiration to your audience.

Whilst both approaches are very different, they do have one thing in common: authenticity. It’s clear that in either approach, your brand will be stronger for it.

Your Story

How did you get to where you are today? The backstory—which to you might seem boring and uneventful—is a powerful tool that can help solidify your brand and attract just the right audience.

For example, someone sharing their struggles of single-parenthood whilst creating an online business rather than simply choosing to work one dead-end job after another. A story of inspiration to an audience can be a huge part of your branding.

Your story does not have to be dramatic, and you certainly don’t have to share more than you’re comfortable with, but it does have to be yours. Be your true self, and you’ll never have to worry about attracting the right audience. They will self-select, and your perfect client will find you.