What's your SUPERPOWER? The life-giving power of authenticity in business.

July 5, 2017

The Power of Authenticity in Business

Do you know your superpower(s)? Anyone who knows me knows that I am borderline obsessed with personality profiling, quizzes, and knowing your Myers Briggs. In fact, my runner-up career choice to graphic design was counseling/psychology because I am such a huge believer in the power of authenticity, knowing yourself, and learning to stand in (and celebrate) your natural strengths.

Authenticity matters. I am a firm believer that you can harness your authentic strengths to build a business and life that you love — and that your ideal clients will love, too.

Here's what I mean.

In the Myers-Briggs world, I am a solid ISFJ. Translated into plain English, this means that I am "The Nurturer":

  • Reliable, stable and down-to-earth
  • Enjoy order and structure
  • Dislike conflict and confrontation
  • Kind, warm-hearted and considerate
  • Practical-minded
  • Like concrete information
  • Very aware of other people’s feelings
  • Have a great memory for detail



In the Jungian Archetype world, I am a CAREGIVER / CREATIVE / SPIRITUAL. Which means that I am:

  • Friendly, sincere, and compassionate. I find my reward in helping others.
  • Appreciate all beautiful things, in art and daily life. The creative act is essential to who I am.
  • Seeking a deeper meaning. For me, the journey of faith is never-ending. Thoughtful and compassionate, I have a strong sense of moral obligation.

Jungian Archetype Example, Caregiver, Creative, Spiritual

Okay, great. But what does this have to do with my business?


Knowing who you are and where your authentic strengths (superpowers) lie impacts every aspect of your business: business strategy, growing your following, troubleshooting plateaus, developing your marketing strategy, building a client relations policy, onboarding a support staff, positioning your product/service, defining your ideal client...the whole process can be an overwhelming. There are so many gurus out there telling you how you should communicate, what you should say, how you can convince potential clients/buyers to commit.

I've spent my fair share of moments/days/months wondering why on earth I chose to start my own business and if I'm really cut out for all of the "marketing talk" and "selling myself" 24/7.

Some people seem to network/self-promote so naturally. I compare. I question myself. I wonder if owning my own business means that I have to live with a deep-seated discomfort and feeling of personal inauthenticity— AKA, "faking it until I make it."

Personal growth is one thing, but feeling like you have to change yourself or mirror someone else to manifest their success is exhausting, and can leave you feeling like you're not cut out for this whole entrepreneur lifestyle, after all.

Authenticity in Marketing and Branding, Your Spark

When you know who you are and how to naturally bring value to the world, all of the chaos and chatter and confusion of "finding yourself" subsides.

As an ISFJ, it's easy for me to fall into the trap that I have to push "who I am" aside and force myself into exuberant extroversion, intuitive dreaming, logistical and cutthroat rational thinking, and spontaneous, high-risk decision making.

Some people are built for this marketing style and there are so many great things that I can learn from them and how they find success in their business. However, it's not the only way to succeed, and in my case, it's certainly the most exhausting and unsustainable.

My superpower is not cut-throat, rational, profit-first business strategy. It's my authentic belief in my clients, my compassion for their struggles and passions, and my warm-hearted sincerity.

My superpower is not exuberant, endless extroversion. It's my ability to place intense value into my "tribe," (my closest friends and clients). It's my passion for deeper meaning, beauty, and personal connection.

My superpower is not that intuitive "dream big" philosophy. It's my stable, reliable, down-to-earth demeanor. You can count on me to be practical, dependable, and consistent.

There is power in knowing who you are so that you can know who you're not.

For years I believed that I'd have to be someone else in order to find success. Only after years of searching and striving and exhausting myself have I discovered the liberating power of standing in your own truth: the clients who are the most passionate ambassadors for my brand and my business are the ones who celebrate my natural superpowers:

"Caitlin is professional, crazy-talented, makes deadlines like a boss, and is a delight to work with."

"Caitlin's sweet and caring personality combined with her professionalism, talent, and creativity make her a true gem."

"On-the-side projects require the thoughtful of the world to help them get started. Caitlin is just that: thoughtful."

My clients don't care if I'm not at every in-person networking event, or if I haven't found my way to the top and had my own "10k month within 6 months of business." They care that I care. They care that I'm here for them— not because I'm searching for more profit, but because I've become a truly empathetic partner in their passion and purpose. They care that I will nurture their brand as much as I nurture my own. That is who I am, and my ideal clients revel in it.

Yesterday was Independence Day (for those of us in the U.S.). This week, I challenge you to seek authenticity — your truest, most natural superpowers. If you haven't discovered your Myers-Briggs or Jungian Archetype, take a moment to take your free assessments here and here. Let me know what you think of your results and how you could implement these strengths into how you market your business and serve your clients.

“Don't let the expectations and opinions of other people affect your decisions. It's your life, not theirs. Do what matters most to you; do what makes you feel alive and happy. Don't let the expectations and ideas of others limit who you are. If you let others tell you who you are, you are living their reality — not yours. There is more to life than pleasing people. There is much more to life than following others' prescribed path. There is so much more to life than what you experience right now. You need to decide who you are for yourself. Become a whole being. Adventure.”
Roy T. Bennett

Your authenticity is the spark that lights up your business and brings that "natural glow" to everything that you say and do. Ember & Co is passionate about uncovering your superpowers so that we can build a brand identity that is effortless to sustain and a joy to both you and your ideal clients.

Interested in working together? I'd love to chat!

Authenticity in Marketing and Branding, Your Spark

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Caitlin Shannon, Founder of Ember & Co Website Design Studio

Hey, friend.


Let’s take your profits and professionalism to the next level…in a way that is authentic, practical, and sustainable.

The most successful (and sane) brand marketing is authentic and infused with purpose. I’m here to uncover your natural superpowers and showcase them.

It's time to bring calm, clarity, and joy to your marketing efforts.

Meet CAitlin

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