What you say and how you say it impacts what prospects think about you. Your messaging can either make you stand out or stay unnoticed among the competition. Your business is made up of layers. To be truly authentic you must examine each of these layers until you reach the core of your beliefs, goals and vision. This is where you find who you are and what you represent as a brand. From there, every business action and decision you make should reflect this. To remain authentic, avoid just selling your product or service, communicate how you solve your ideal lead’s problems. Creating and maintaining consistency in messaging and voice helps build awareness of your distinct competitive advantage and helps you stand out from your competition. You can more effectively reach new prospects, build brand recognition, grow loyalty and enhance credibility and trust in your business.