Every year, people make big plans for how they want to show up in the coming year—making resolutions that stem from the energy ignited or the lessons learned from the year before. Truthfully, the thought of a new year sparks a convincing sense of “I can do this” champion within us, making the new you possible every new year. Taking time to reflect on ways to show up bigger, better, and more authentically yourself is why the dawn of a fresh calendar year is so exhilarating. It’s the promise of possibility that either inspires and propels or discourages and stunts one’s ability to grow and take up space. Because, let’s face it, taking up space isn’t just for individuals who felt small, defeated, and tired or found their voice, passions, and rhythm the year before; this concept of taking up space is about showing up in the fullness of oneself and it also applies to businesses that discovered the power of their brand’s voice and persona.
Taking up space is a concept that basically means giving yourself permission to be YOU. Businesses often find that they have pigeonholed themselves in a box that doesn’t reflect their truth. A business can show up in its truth and authenticity. And when they do, customers know, feel, see, and experience this and choose to support companies that do. Showing up authentically is essential for businesses. In fact, it’s a key ingredient for success, as customers are naturally attracted to brands that demonstrate authenticity. Research shows that 86% of consumers believe authenticity is a crucial factor when selecting a brand to shop with, and 50% consider it imperative.
Why is authenticity so important to customers? Well, a certain level of sincerity is experienced and exhibited with any person or business that is authentic. They provide a sense of trust and safety everyone wants when interacting with others, especially businesses. When you think about it, the conduit between customer and business is the exchange of money. The thought of losing your hard-earned money can be terrifying, which is why decisions about spending or exchanging it should be made with care. Money serves as a means of transaction between a brand and its customers and a value indicator. Today, customers want to, and often prioritize, partnering and shopping with brands they feel align with their core values – brands that show up authentically have no problem letting the market know what they support, stand for, and care about. Statistics show that 81% of customers feel they need to trust a brand before they can support it. Value-based purchasing is becoming critical in consumer behavior because the more shoppers care, the more businesses need to be upfront about what they care about. To do this, companies must authentically show up in their respective markets, communities, and online spaces to connect with their audience.
It’s important to take up space as a business because, whether you’re in a small brand or a large brand, being authentic is the key to transforming from an unseen small fish into a visible big fish. Achieving this is often easier than businesses expect. Taking up space this year and every year involves aligning your sales and marketing to your core internal and external values. Businesses that humanize and personalize their marketing see a 20% increase in annual sales. It’s as if, by doing so, brands are sending out signals that are heard directly by their core audience. The trickle-down effect of value-based strategies makes your target audience an ally of your product, which leads to brand loyalty because loyal customers are 52% more likely to recommend your brand to someone in their circle.
The goal of any business is to succeed. Whatever your definition of “success” may be, it can happen by being authentic and asserting your presence. Embrace who you are and empower yourself with the unique qualities of your business and team. Dare to be yourself. By doing this, your business can also help others feel comfortable taking up space and daring to be their true, authentic selves.