As a business owner, everyone is telling you to “be yourself,” to “show up authentically” and to “build an authentic brand.” But what does that really mean? And more importantly, how does being true to yourself actually elevate your business?
Let me be the first to say that being authentic isn’t as easy as it sounds. In fact, a lot of people struggle with showing up authentically and it’s not because they don’t want to. It’s because of something deeper—something they might not even be aware of—low self-worth.
In this article, we’re going to dive deep into how embracing authenticity can benefit your business and why low self-worth often stands in the way. More importantly, you’ll walk away with practical steps to start showing up more authentically in your business, creating real, lasting change.
What is authenticity in business?
Before we dive deeper, let’s clarify what authenticity actually looks like in business so you can better understand why it can feel challenging. Authenticity doesn’t mean being perfect, following someone else’s model of success, or presenting a flawless image to the world.
Authenticity in business is about showing up as who you truly are, embracing your unique gifts, values and quirks, and letting that shine through in how you run your business.
Your authentic self is the real you—the person who knows their worth, even when things get tough. It’s about connecting to your purpose and using that as the fuel that drives everything you do, from how you market your services to how you communicate with clients.
Are authenticity and self-worth connected?
Absolutely. Authenticity starts with self-worth. When you believe in your inherent value—not based on your achievements or what others think of you, but because you’re enough just as you are—you give yourself permission to show up fully.
Without strong self-worth, authenticity becomes performative. You might try to look “authentic” online or mimic what successful entrepreneurs are doing, but it won’t feel real. Deep down, there’s a fear that if people see the real you, they won’t value you.
But when your self-worth is rooted in who you are, not in external validation, authenticity flows naturally. Since authenticity relies on self-worth, let’s explore what self-worth means and why it’s foundational for a business owner.
What does self-worth mean in business?
Self-worth is our inherent sense of value and deservingness simply because we exist. It’s an internal knowing that isn’t swayed by external factors like clients, others’ opinions and expectations, sales or social media likes.
When it comes to business, self-worth plays a pivotal role in:
- Communicating your value through pricing services appropriately
- Setting boundaries with clients
- Confidently marketing yourself and your business
- Trusting your abilities and talents
- Stepping into new opportunities to scale your business
Success doesn’t look the same for everyone and it’s important to create a definition that aligns with your values and vision. Business success is often defined by financial profits, growth and industry recognition, but it goes deeper.
Generally speaking, success involves personal fulfilment, alignment with your values and making a meaningful impact on your clients. It’s about building something sustainable that reflects your unique vision and serves both you and the world at large.
The importance of self-worth in business can’t be overstated: it impacts everything from your daily actions to long-term decisions, influencing how you show up and operate in your business.
As small business owners, we don’t realise that these struggles aren’t because we lack the right strategies or tools; it’s because deep down, we’re questioning or doubting our worth–whether we realise it or not. I know, I’ve been there.
If you’re curious about how your business aligns with your core values, this Mini Business Clarity and Alignment Guide will help you reflect on key areas.
Self-confidence and self-worth are not the same
We may even fake self-confidence, but self-worth can’t be faked. Understanding self-worth is crucial, but it’s also important to distinguish it from self-confidence, as these two concepts often get confused in business. Self-confidence is about having trust in your skills, while self-worth is the deeper belief that you are inherently worthy, no matter what.
For example, think of self-confidence as the outer bark of a tree and self-worth as the roots. The bark can crack, but the tree remains strong if the roots are deep and healthy.
To define your self-worth, ask yourself:
- How do I feel about myself, regardless of my business success or failure?
- Am I worthy of success, even when things don’t go as planned?
- Do I feel deserving of charging premium rates for the value I bring?
Answering these questions will give you insight into your self-worth and how it may be affecting your business.
What are the key benefits of authenticity in business?
Aligning with who you are and being true to that is the magnet that draws your soul tribe to you. Not only clients but business collaborators, teachers and other resources. There may be many who do what you do out in the business world, but only one who does it like you. That’s the magic that you’ve got to connect to. When you are connected to your own magic, it creates a magnetic pull to the clients who want what you’ve got to give to the world.
The benefits of aligning with who you truly are in business are vast, but I want to highlight a few here.
- Stronger client relationships: When you’re authentic, people can sense it. Clients feel a deeper connection because they trust you’re not just trying to sell them something; you’re offering real value in a way that resonates with them.
- Aligned decision-making: When you know who you are and what you stand for, every decision becomes easier. You stop second-guessing yourself and start leading with clarity and purpose.
- Increased confidence: Authenticity breeds confidence. When you’re living in alignment with your true self, you’re no longer plagued by the same doubts and insecurities.
- Business growth: People gravitate toward those who are unapologetically themselves. Authenticity attracts the right clients and opportunities, leading to organic business growth.
While authenticity can bring incredible benefits, it’s important to recognise that low self-worth can hinder your ability to access these rewards.
Why low self-worth sabotages authenticity
Here’s the hard truth: If you struggle with low self-worth, showing up authentically will feel nearly impossible. You might try to be “authentic” in your business, but if deep down you don’t believe you’re worthy, you’ll always hold back.
Low self-worth causes you to doubt your value and worry about how others perceive you. This fear of judgment makes it difficult to show up authentically because you’re constantly trying to present a version of yourself that you think others will approve of.
Low self-worth makes you question everything:
- “Am I really good enough to charge these prices?”
- “What if people don’t like what I have to offer?”
- “I’m not an expert—who am I to put myself out there?”
- “Everyone else seems to have it together—why do I keep doubting myself?”
These are the thoughts that circle in your mind when your foundation of self-worth is shaky. And this constant self-doubt doesn’t just affect your mindset—it affects how you show up in every area of your business, from pricing and visibility to sales and networking.
Common signs of low self-worth in business:
- Struggling with pricing: You hesitate to charge what you’re worth or feel guilty about asking for money.
- Fear of visibility: You avoid being seen, whether it’s on social media, in videos or at networking events.
- Overworking to prove yourself: You constantly feel like you have to do more, learn more or be more to justify your value.
- Comparing yourself to others: You measure your success by someone else’s journey and constantly feel like you’re falling short.
Sound familiar? These are all symptoms of low self-worth and they’re the biggest obstacles to showing up authentically in your business.
Is positive thinking not enough?
If deep down you question your worth, fear will keep you from showing up consistently in your business, and you’ll stay stuck. Self-worth is the foundation on which a strong, healthy mindset thrives. Here’s why:
- Self-doubt feeds off low self-worth, keeping you in a cycle of overthinking and fear.
- While mindset tools can help in the short term they are surface-level fixes in that they often don’t reach the core beliefs that drive your behaviour.
- Even with a positive mindset, if your actions are rooted in low self-worth, you’ll keep playing small.
What’s the difference between mindset work and self-worth work? Mindset work focuses on your thoughts, but self-worth work goes deeper. It’s about changing the core beliefs you have about yourself—beliefs that often stem from childhood or past experiences.
When you strengthen your self-worth, it supports a positive mindset, but mindset work alone isn’t enough if you don’t believe in your value at a deeper level. I delve deeper into this in my article “Why Mindset Alone Won’t Help You Reinvent Yourself”.
So, in business, self-worth is the foundation: that your unique gifts are worth sharing with the world. While positive thinking helps, it takes concrete actions to build self-worth and show up authentically. Let’s look at how to start.
6 tips to start your authentic alignment
Start building a stronger sense of self-worth and show up more authentically in your business:
- Recognise your unique value
Make a list of your strengths, gifts and what makes you different (Clue: what’s your style of being, writing, teaching, etc?). Reflect on how these qualities have helped you in the past and how they can serve your clients. This will remind you of the unique value you bring to the table.
Set business goals that are in alignment with your true self, not based on what others expect of you. When your goals reflect who you are, you’ll be more motivated to achieve them—and the success will feel more fulfilling. - Assess your messaging
Do your marketing materials, website and social media posts reflect who you truly are or are you trying to sound like someone else? Ensure your unique voice is coming through in everything you do.
Are your products or services in alignment with your core values and purpose? Authenticity means selling things you believe in, not just what you think will sell.Share your journey—your struggles, your wins and how you got to where you are today. This builds trust and helps clients see you as more than just a business owner, but a real person and someone they can resonate with. After all, people connect with stories, especially authentic ones.
- Stop comparing yourself to others
Comparison is the thief of joy—and authenticity. Remember, your path is unique and someone else’s success doesn’t diminish your own. Focus on what makes you unique, not how you measure up to others.When you shift from external validation or imitation to internal validation, you recognise your value independent of external success.
Related article: 7 Strategies To Ditch The Craving For External Approval
- Set boundaries
Authenticity in business requires boundaries. Don’t compromise your values or overextend yourself to please others. It’s okay to say no to things that don’t align with who you are or the business you want to create. - Practice self-compassion
You won’t always get it right, and that’s okay. Be kind to yourself when you make mistakes and remember that authenticity isn’t about perfection—it’s about progress. - Surround yourself with supportive people
The people you spend time with can either lift you up or tear you down. Surround yourself with those who encourage you, appreciate your being your true self and support your journey toward greater authenticity.
If you’re ready to dive deeper, my Mini Business Clarity and Alignment Guide can be your starting point to uncover your unique gifts, values and purpose in business. It’s designed to guide you through a series of reflective questions that help you understand where your business aligns with your values and purpose and where it may need adjustment. Grab your free guide here!
TakeAway
Authenticity is not just a buzzword; it’s the key to creating a business that aligns with your true self and attracts the right clients. Being authentic is not just an ideal but a journey that starts with self-worth. By committing to this, you empower your business and yourself for long-term fulfilment.
By nurturing your self-worth, you’re building an unshakable foundation that will support your long-term business success. When you build a strong foundation of self-worth, you empower yourself to show up fully, embrace who you are and run your business in a way that feels true to you.
This gives you the confidence to price your services fairly, take bold aligned action and navigate challenges with resilience. It’s time to step into your authenticity…not only will it elevate your business, but it will also transform how you experience success—on your own terms.
Self-worth is not just your superpower, it’s your key to doing what you love and loving what you do.
Keep shining!
Take this journey of authenticity further with my Mini Business Clarity and Alignment Guide—a resource to help you embody your unique vision and values as you build and elevate your business.
This free tool walks you through simple steps to reflect on your business goals, gifts and purpose so you can build a business that feels fully authentic.