Be Authentic. In Life. In Business. In Branding.
Authenticity Starts with you. Say who you are. Stop pretending to be something else.
Let’s be honest—being authentic isn’t always easy.
It takes courage to understand who you are, what you want, and what your heart truly desires. Once you understand those things better, it then requires deep inner strength to stand in your truth, communicate it clearly, and hold firm boundaries.
It’s tempting to adapt ourselves (consciously and unconsciously) into what we think others want us to be—whether in personal relationships or professional spaces. We soften our edges, filter our emotions, and sometimes present a version of ourselves that feels more acceptable but far less real.
You hear yourself saying, “I’m fine with this approach,” when deep down, you’re anything but fine—but you’re too afraid to express what you really think.
Or you say, “I’m doing well,” even when everything inside you feels the opposite. But admitting that feels too vulnerable, so you put on a mask, hoping no one sees through it.
I know this firsthand. I know how uncomfortable it can be to fully stand in your truth and to communicate it—especially in challenging situations.
But when you stop pretending, when you say what you mean, act in alignment with your values, and own who you are, you gain something priceless: freedom.
The Freedom of Being Real
In the past, there were moments in business settings where I didn’t feel safe speaking up. In those moments, all I wanted was to disappear, to be invisible.
Maybe you’ve felt this too—the hesitation before speaking up, the worry that your true thoughts might not be accepted, or the fear that embracing your authenticity will make others judge you, maybe even laugh at you.
But when you stop pretending, when you say what you mean, act in alignment with your values, and own who you are, you gain something priceless: freedom.
Freedom to show up as your true self.
Freedom to build real, deeper relationships.
Freedom to create a life that actually feels like yours.
And the more you embrace authenticity, the more you attract the right people, opportunities, and experiences. Because when you are real, people who resonate with your truth will find you.
So, take a moment with me. Pause. Breathe. Reflect.
Heal with me for a sec.
Ask yourself:
– How would your life be different if you truly lived in alignment with your deepest desires?
– In which situations—especially at work—are you not showing up authentically? Why?
Let those answers sit with you. No judgment. Just awareness.
When you are aware of these things, you already are far along on your journey.
And I can help you even further. I can help you release what’s holding you back, fully step into your truth and build a life, business or a career that truly feels like yours.
Are you ready to explore this further? Let’s get in touch, I’m here for you.
Now, let’s apply this same thinking to branding.
Because just like people, brands can either be authentic or pretend to be something they’re not.
Authenticity in branding: More than just a buzzword
Ever since I let go of my old brand, Ettinordic, I’ve been reflecting deeply on what authenticity means in branding. For me, Ettinordic was a reflection of who I was and what I wanted to create at that stage of my journey. Now, as I shape my website www.essikoskilammi.com and my services I see something even more clearly:
Authenticity isn’t about staying the same—it’s about evolving while staying true to your core.
People grow. Brands grow.
But what should remain constant is the commitment to the deeper truth within—whether in how we present ourselves to the world or how a brand communicates with its audience.
The other day, I was at Ruohonjuuri store looking for mascara. I only buy natural cosmetics—ideally as organic as possible—and always read carefully the labels to make sure what I buy aligns with my values.
I picked up a brand I wasn’t familiar with, but it looked promising. Big, bold letters on the packaging said ORGANIC & NATURAL.
Sounds great, right?
When I got home, I took a closer look at the fine print.
9% of the ingredients are organic.
Nine. Percent.
And yet, organic was one of the first things I saw on the packaging.
I was annoyed with myself for not checking more carefully in the store and that I was mislead. But more than that, I was frustrated that brands STILL get away with this kind of marketing.
Why authenticity matters more than ever
Throughout my corporate career in global branding, media and marketing—especially during my time at Rituals Cosmetics, where I specialized in sustainability marketing—I learned how common greenwashing and cleanwashing are.
Some brands create their own certifications to appear credible.
Others throw around words like sustainable, eco-friendly, or vegan without proper backing.
Some brands even invent new terms that sound environmentally friendly but mean nothing.
And then there’s the classic move: using green-colored packaging to look more natural.
It’s a wild, wild west out there.
Brands continuously push misleading claims, making it harder than ever for consumers to know the truth. Regulations vary—what qualifies as organic in the U.S. is different from the EU, adding even more confusion. It’s a wild, wild west out there.
But…
Even if you have heard this sentence 1000 times, it is still true: consumers are smart and day by day getting more conscious. They read labels. They do research. And when they feel misled, they don’t just walk away—they tell others.
If this mascara brand had simply written with organic ingredients instead of claiming to be organic, I still would have bought it.
9% organic is better than 0%. And after working in a cosmetics company, I get that making a fully organic, natural mascara is incredibly difficult.
Transparency is key.
Misleading marketing makes people feel tricked.
Once trust is lost, it’s hard to regain.
So here’s my ask to you
If you own a brand, work in branding, or have any influence over a brand—be real. Say what you are. Don’t claim to be something else. Consumers don’t expect perfection, but they do expect honesty.
And as a consumer, read the labels.
Don’t take front-facing claims at face value. Brands will only change when they realize misleading messaging no longer works.
Authenticity isn’t just a marketing tactic—it is the very essence of a brand. It forms the foundation of trust. And trust, once earned, is one of the most valuable assets a brand can ever have.
Authentic Feminine Success Column
In the Authentic Feminine Success Column, Essi Koski-Lammi shares her honest reflections and guidance on building life, home and business with an authentic, feminine approach.
Essi Koski-Lammi
Essi Koski-Lammi is a Conscious Interior Designer, Inner Alignment Healer, and Spiritual Business Advisor. She believes that how we live, work, and care for ourselves is deeply influenced by the connection between the spaces within and around us. With a diploma in interior design, over 22 years of experience in energy healing and meditation, MSC in Business and a strong background in global branding and marketing, Essi combines her expertise to empower women to transform their homes, businesses, and lives — and most importantly, themselves — so that every part of life feels aligned and truly their own.
