Why Vulnerability May Be the Most Important Factor Behind Successful Brands
The advent of digital connectivity has given way to a culture of transparency in all walks of life and industries
Because of this shift to a more transparent way of life, business has become much less about impressive ads and selling an (often fictional) dream and more about effective brand representation and expression, the latter which is becoming less and less taboo and more necessary for business success.
So, what does this have to do with vulnerability? Everything and then some.
I think the currency of leadership is transparency. You've got to be truthful. I don't think you should be vulnerable every day, but there are moments where you've got to share your soul and conscience with people and show them who you are, and not be afraid of it.– Howard Schultz
Why vulnerability has become important for brands
Over the past decade, influencers have taken over in a way that no one saw coming, with consumers relating to influencers more than large corporations.
Influencers are "regular" people and it’s this willingness to be vulnerable, to open up, express themselves and show us a bit more of who they are that we love and are drawn to.
This, unfortunately, hasn’t played out very well for corporations for two reasons. We don’t expect corporations to be perfect. After all, they’re filled with regular people. But where influencers are sometimes more open and honest, corporations are used to hiding problems and covering up.
In addition, corporations aren’t used to expressing opinions like influencers do. Most (not all) corporations worry that doing so will alienate potential customers. However, influencers know that doing so just invigorates their followers and makes them more fervent– being opinionated is good for their business.
How you can use vulnerability to help your brand thrive
Here are a few tips for helping your brand thrive using greater transparency and vulnerability:
1. Focus on your niche and know your customers
Influencers know their customers because, well, they’re them. As an influencer, they attract people who are very much like them, whether they offer makeup tutorials on YouTube or teach writing via their blog.
When they release a product to monetize their brand, it’s already directly in line with their audience. However, sometimes brands get this wrong and offer endorsements that make no sense whatsoever. When your favorite gamer has a promo spot about debt relief (or a similar scenario), you’ll know what I’m talking about.
Trying to reach a broader audience is possible but only if it makes sense for your brand. Knowing your brand on a fundamental level and expressing that through your marketing, advertising, and social outreach is what’s really important.
If you can reach a broader audience through being yourself, great. If you feel like you need to change the brand into something it’s not, or offer a product, marketing, or advertising that doesn’t align with the brand to do so, you’re looking for trouble.
2. Seek to create content that your customers can relate to through storytelling
Your content online is an opportunity to connect with potential customers. If you’re creating something that doesn’t interest your base and compel them emotionally, it’s a missed opportunity.
Influencers naturally have storytelling on their side because they speak from experience and that experience is powerful because people can relate to it This is difficult for brands to do, but storytelling is something anyone can use to their advantage.
This is great news because when it comes to expressing what your brand is about, nothing is more effective, raw, and honest than good-old storytelling. Just make sure it’s something connected to your brand’s values.
3. Engage
There’s another form of vulnerability we’ve yet to touch on– the willingness to connect directly.
This is something celebrities have a hard time doing, for obvious security reasons. However, influencers are often adept at staying connected with their fans and customer base through social, comments on YouTube and other platforms, and even answering emails directly.
Most brands can’t offer this kind of direct engagement with founders and CEOs, however, they can offer the next best thing: a simple response. When people post comments on your social media and send you emails, they don’t typically expect a response back. That’s just how it is with companies.
But by making sure you engage directly over social, with a social media manager that actually knows what your brand stands for and can respond to comments so people know their voices are heard, you have the opportunity to not only impress your followers– because they never expected a response anyway– but also to build your brand in the face of the users who will look through your comment section and see that your company is thoughtful enough to respond to comments directly.
This kind of vulnerability can go a long way
Military Dad Defends His 4 Little Daughters When Strangers Make This Rude Remark
Military Dad of 4 Daughters Defends His Girls When Strangers Make This Rude Remark
Austin von Letkemann is the military officer strangers feel "sorry" for — and the reason is infuriating.
Whenever the devoted father leaves the house with his four children, strangers can't help but notice the officer in uniform is holding hands with 4 adorable little girls. They will tell the traditionally "masculine" and "all American" dad they feel sorry for him, because he has no sons. This dad makes one thing very clear: They are his daughters, they aren't a burden.
In a passionate video, von Letkemann took to Instagram to share with his followers that the only thing that's "difficult" about being a girl dad — is clapping back to these sexist remarks over and over again.
They Mock His Daughters To Their Face
When strangers approach Austin von Letkemann and his four daughters, they don't always realize that their comments are being overheard. They seem oblivious to the fact that his girls understand every word. Von Letkemann describes how people will approach him and, without thinking, make remarks like "I'm sorry" or even joke about his lack of sons. What they don't realize is that these comments, intended to be light-hearted or humorous, can be deeply hurtful to his daughters. These strangers are not just disrespecting von Letkemann's choices as a father; they're also sending a message to his daughters that their presence is something to be pitied. It’s a message that von Letkemann won't stand for, and he's speaking out to defend his girls from these insensitive remarksSaying "Get Your Shotgun" Isn't Funny — It's Sexist
Another common comment that Austin von Letkemann encounters is the old "better get your shotgun ready" trope, often delivered with a smirk or a wink. This line is typically intended to suggest that a father with daughters should be on high alert to protect them from potential "suitors," implying that they are objects to be guarded rather than individuals with agency.
Von Letkemann finds this line of thinking outdated and sexist. In his viral Instagram video, he points out that these jokes are not just stale — they're damaging.
By suggesting that his daughters require armed protection, the joke reinforces the idea that women are inherently vulnerable and need to be shielded from men. Von Letkemann argues that instead of promoting this narrative, society should focus on teaching respect and consent, challenging these sexist tropes at their source.
Watch Austin von Letkemann's Video:
"If I Had A Fifth Child, I'd HOPE It Was A Girl" — One Dad's Message For Other Parents
Despite the constant remarks about his lack of sons, Austin von Letkemann is clear: He wouldn't trade his daughters for anything.
In fact, he told his Instagram followers that if he were to have a fifth child, he would hope for another girl. This declaration isn't just about doubling down on his pride in his family — it's a pointed response to those who see fathering daughters as a misfortune.
Von Letkemann's stance is a powerful one, rejecting the notion that a family is incomplete without sons. He encourages others to question the assumptions behind these comments and to appreciate the joy and fulfillment that his daughters bring. By sharing his story, von Letkemann hopes to create a more inclusive perspective on fatherhood, one that values daughters just as much as sons.