We always hear about the power of authenticity and vulnerability.

But what does that really mean? And what does it look like in building your brand, personal or otherwise?

Being authentic and vulnerable doesn't mean you have to air your dirty laundry or spill company secrets.

You don't have to share every detail of your personal life or jeopardise your professional reputation.

That's not what I'm talking about when I say authenticity is important.

To build meaningful connections, you need to put yourself out there.

Researcher Brown, an expert on vulnerability and shame, puts it simply: if you want to build a connection, you have to be vulnerable.

This might sound uncomfortable, but it works, especially if you also happen to have aspirations of building a business.

Leading up to the launch of his new app, Hoppy, he did something many founders would never dare to do: he went on four dates in four different countries in just 50 days.

And he shared the stories of those dates via TikTok on his "secret account," also known as Hoppy's account.

It was unconventional, unexpected, and totally authentic.

But Aliagas' audience loved it.

By showing a more personal side of himself, he transformed from a distant, unrelatable millionaire into someone just like the rest of us - a single guy, looking for love.

When he finally launched Hoppy, a community-driven dating app, his audience was already sold.

Even though the app initially launched only on select US college campuses, it quickly rose to the top of the charts.

Why? Because Aliagas built his brand on authenticity from day one.

David's success is proof that authenticity sells.

In a world where consumers are bombarded with options, they no longer care just about a shiny, new product.

What they care about is the brand behind it - and they expect that brand to be genuine, transparent, and consistent.

Psychology Today reported that 70% of consumers are willing to spend more with brands that they perceive as authentic. They're willing to engage with a brand that feels real, human, and relatable - even if it means signing up for another dating app in a crowded market.

So, does this mean you need to share your dating stories online?

Uh no. (Would love to hear the tea, but no.)

This isn't just about posting polished marketing messages. It's about pulling back the curtain and giving your audience a behind-the-scenes look at your company.

Share the quirks, the personalities, the little details that make your brand what it is. Show the human side of your business, and your audience will connect with you on a deeper level.

When you do this, your brand becomes more than a logo, a product, or a mission statement.

It becomes a living, breathing entity that people can relate to - and ultimately, it becomes a brand people trust.

Authenticity is the key to connecting with your audience. Vulnerability builds trust, and trust leads to sales. If you want big wins, start by showing a little bit more of the real you.

-Jillian, Account Executive