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[ON BRAND] How to build an authentic brand
Wtf does authenticity even mean these days?
Alexandra Manderstam
September 29, 2025
Hi there! Welcome back to On Brand - your weekly dose of actionable strategies and insights to grow & monetize your personal brand.
You know that feeling when you discover a creator and instantly think "finally, someone who gets it"? That's the power of a brand that truly resonates. Building that kind of connection isn't about perfection - it’s about authenticity. And I know that authenticity is such a buzzword but let’s break down what it means and how you can get to the bottom of who you authentically are and how to use it in your brand.
Audiences in 2025 can sniff out performance from a mile away. You know when you see a piece of content and you can’t quite figure out what’s wrong with it but it doesn’t feel right?
The creators who are absolutely blowing up right now are the ones who figured out how to be genuinely themselves in a way that serves their audience. They've mastered the art of strategic authenticity.
They're not just "being themselves" randomly or performing vulnerability. They're intentionally amplifying the parts of their personality that connect with their audience and create value.
In this issue:
Interesting things from last week
The best things we’ve read, watched and listened to + news from the internet.
CONTENT STRATEGY MADE SIMPLE
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The "Perfect" personal brand trap
The people who are 100% themselves on the internet & double down on what makes them, them, will always stand out. Audiences are drawn to authenticity.
But - and this is important - I'm not talking about being unfiltered 24/7 or oversharing everything. I'm talking about strategic authenticity.
The difference:
Random authenticity: Sharing everything, no filter, hoping something sticks
Strategic authenticity: Amplifying specific parts of your personality that serve your brand and audience
What strategic authenticity looks like:
Creating signature formats that showcase your natural personality
Channeling your energy into content that serves your audience
Building your expertise around what comes naturally to you
Making your unique perspective your competitive advantage
The most successful creators found their "signature personality trait" and built businesses around it.
How to build an authentic brand that resonates
The framework is simple: Authentic You + Authentic Communication + Authentic Action = Stand-Out Brand
STEP 1: Know yourself (Authentic you)
Before you can be authentic online, you need to know who you actually are. This isn't just about personality tests (although I found tools like Astrology, Human Design and various personality tests so helpful when it comes to getting to know myself) - it's about understanding your genuine values and perspective.
Ask yourself:
What would you talk about for hours without getting bored?
What do your friends always come to you for advice about?
Who were you as a kid? What made you lose track of time?
What parts of yourself feel most natural and energizing?
Make a list of your values and things you genuinely care about. What makes you excited or passionate? What are your real opinions about your industry?
STEP 2: Your brand voice (Authentic communication)
Your online voice should match how you actually talk and think. This is where most people go wrong - they create a "professional" persona that feels nothing like them.
Your authentic communication means:
Your online voice matches how you talk in real life
You share setbacks and struggles your audience can relate to
You focus on solving your audience's problems, not just promoting yourself
You listen more than you speak and respond to what people actually need
STEP 3: Walking the walk (authentic action)
This is the most important part (and the hardest). Your actions need to align with everything you say you stand for.
For example, one of my fave TikTokers, Bran, built his brand on being really approachable + supportive. He puts his money where his mouth is by using his platform to promote local businesses in his area. Immediately love him 10000x more!
Authentic action looks like:
Following through on promises you make
Making business decisions that reflect your values
Only partnering with brands and people whose values align with yours
Creating content that genuinely helps your audience
Being transparent about your processes and how you work
Staying consistent in your behavior across all platforms
People don't just listen to what you say, they watch what you do. Your actions are what build real trust and long-term success.
The strategy behind "just be yourself"
What’s the saying? Friend to all is friend to none? Same goes for building your brand.
The most successful brands don’t try appeal to everyone. They're the ones who found “their thing” and amplified it strategically. Even if it means that there are people out there that might disagree. You can’t have influence if you stand for nothing.
So think about your personality quirks, topics you geek out on, traits that are so you-coded, ways you like to present yourself…and double down on those!
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