One of the many buzzwords around the web these days is authenticity. However, many business owners are already running fully transparent businesses. Adding more you solely about your business is daunting.
Converse to this idea of adding more you is the idea that businesses should stay out of anything controversial. This belief pervades due to businesses having lost customers before, such as the Nike/ Kaepernick controversy. However, look at how many customers became more loyal during such controversies too.
In between the extremes of living life in full online view and never doing anything controversial is a happy middle ground. This middle ground means that a personal brand doesn’t have to produce the same amount and type of content as a large company. Instead, the owner of the personal brand can deviate a bit from business and share what matters to them.
By sharing what matters to them, a business owner can actually help attract their ideal clients. See, frequently ideal clients share values with business owners. By putting that extra information out there, it attracts those clients. Similarly, having that extra information out there can help the less than perfect clients move on.
Now, this doesn’t mean that every single thing must be shared about those beliefs. Some business owners do draw the line at sharing politics, thus sticking to less controversial things like lattes vs macchiatos or Skyrim vs Fallout. Others find that sharing their views on social issues is the way to go. Neither approach means their feeds flood with this information every day of the week.
Adding more you solves many content creation questions while also helping find the best clients. Each brand decides the level of controversy that appears in their feed, and what subjects come up. Doing so creates a more authentic and consistent brand feel, and thus a better presence.