Be human or be ignored — why authenticity matters and how my brand helped me launch a business

I still remember how uncomfortable I felt the first time someone suggested I needed to “build my personal brand.” It seemed so … self-promoting. Weren’t my ideas and work supposed to speak for themselves?

But as I looked around at who was actually gaining traction in my industry, I noticed something important. The most talented people weren’t necessarily getting opportunities. The ones who showed up as themselves, shared what they knew, and helped others along the way truly thrived. Then, I realized being authentic isn’t just nice to have — it’s essential.

‘t just a logo or catchy tagline attached to your name — it’s the authentic expression of who you are, what you stand for, and the unique value you bring to others. It’s the intersection of your genuine expertise and distinctive perspective that creates an impression in people’s minds when they encounter your work or hear your name.

When I was newly promoted to head of social content at Gymshark, I didn’t want to fall into the brag-post trap. I wanted to create content with value.

I posted five times a week — win or flop, rain or shine. Some posts got 10 likes. Some got 10,000. But the rhythm built trust. It built recognition. And recognition, over time, became credibility. Here’s my…