I went to the bagel shop for a coffee. I left with food for thought about brand building.

A recent email from a nonprofit I’ve supported for years left me feeling… well, kind of “meh”… missing an opportunity to make me feel seen, appreciated, or inspired.

Want better engagement? More connection? One simple step can help you get there—before you even hit “post.”

“The algorithm changed again!” If you’re growing your brand, you’ve probably heard this a lot—or said it yourself. It can feel like the ever-changing, mysterious “algorithm” holds the keys to your success. The truth? It’s only part of the puzzle.

Essentially, being authentic is about being genuine. Real. It’s what your audience feels when your words and actions align. And it matters because people don’t buy products or services, they purchase from and support people they like and trust. 

The science behind why storytelling is so effective at creating emotional connections draws on areas such as neuroscience, psychology, and social science. 

In a noisy marketplace full of competing messages and offerings, it’s not enough to sell a product or service—you need to create a meaningful relationship with your audience.