When it comes to building a brand people actually connect with, vulnerability is one of the most powerful tools you can use. But here’s the thing—there’s a big difference between sharing in a way that builds trust and oversharing in a way that makes people uncomfortable.
I sat down with Lisa Borin Miller, founder of Intentional Brand School, to talk about how to use vulnerability safely so it becomes an asset to your business, not a liability.
Why Vulnerability is a Branding Superpower
Think about it: when you hire a coach, health practitioner, or service provider, you don’t just want credentials. You want to know they’ve been where you are.
That’s why vulnerability works. It shows your audience you’re not just an expert—you’ve walked the same road. As Lisa says:
“What we want more than anything isn’t necessarily an expert who can talk to us about a topic. What we want more than anything is someone who’s been there.”
When people see you’ve faced and overcome challenges similar to theirs, they’re more likely to believe you can help them.
The Danger of Oversharing in Your Brand Story
Of course, there’s a fine line. Not every detail of your personal life belongs in your professional brand story. Oversharing can:
- Blur the line between personal and professional
- Shift the focus away from your audience
- Make people uncomfortable if the story feels unresolved
This is where safe vulnerability comes in, sharing with intention, not impulse.
Using vulnerability as a branding tool isn’t about spilling your guts. It’s about showing your audience that you get it, you’ve been there, and you have the experience to guide them forward.
Want to find the deeper “why” behind your work? Take Lisa’s free Brand Magic Quiz and learn how to share your story in a way that’s authentic, safe, and totally aligned with your brand.
Connect with Lisa:
Wonder Space Creative Instagram
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