How to Represent Your Company with Credibility and Authenticity.
- Jul 24, 2025
- 3 min read
Updated: Jun 23
By: Stephanie Bickel
Every time you speak externally on LinkedIn, in a media interview, or at a conference, you’re doing more than representing yourself. You’re representing your company.
And how you communicate sends a powerful message. It either builds credibility or raises quiet concerns.
So the question becomes: Are you telling people your company is great… or showing them through how you show up?
Why This Matters
External communication is leadership communication.
Whether you're on stage at an industry event or posting a quick LinkedIn update, you are:
The front door to your organization
A culture carrier and brand representative
A visible signal of how your company thinks and operates
And today’s audiences can spot performance vs. authenticity in seconds.
Here are 5 examples represent your company with credibility and authenticity without sounding scripted.
1. Show the Culture - Don’t Just Say It
Avoid: “We have a great culture.”
Instead: “After 10 years here, what keeps me energized is the way we collaborate across teams. This week, our sales, ops, and IT leads came together to turn around a solution in 48 hours.”
Pair this with a team photo or a quote from a colleague.
2. Speak About the Customer, Not Just the Company
High-credibility posts often start with the end user:
“Retailers are navigating shifting customer expectations. Our work this quarter focused on speed without sacrificing service.”
That feels relevant and grounded in service, not just self-promotion.
3. Let Moments Speak for Themselves
Instead of: “We’re thrilled to be at [Conference Name]!”
Try: “Heard a powerful insight today at [Conference Name]: ‘The next era of growth won’t be digital-first, it’ll be human-centered.’ It’s already influencing how we approach Q3.”
Tag speakers, vendors, or team members. Express gratitude. Make it relational.
4. Be the Brand, But Be Yourself
Speak in your voice, but reflect company values.
If your company values innovation, share what you're experimenting with.If your brand is about care, tell a story that highlights empathy.
The goal is alignment, not imitation.
Framework: Credible + Authentic = Compelling
Dimension | Credibility | Authenticity |
Voice | Professional and clear | Personal and warm |
Content | Grounded in client needs or data | Shared from lived experience |
Delivery | Confident, brief, relevant | Sincere, reflective, grateful |
The strongest communicators find the sweet spot between both.
“You are always communicating who you are, and who you work for. Make both look good.” - Stephanie Bickel
Audit one post, panel, or bio
We challenge you to pick one recent LinkedIn post, panel response, or speaker bio and ask yourself:
Am I talking about me, or am I talking about the impact of my work?
Does this sound like something I’d actually say in a conversation?
What does this say about my company, without me having to spell it out?
Make one edit that shifts it from telling to showing.
Continue Improving Your Leadership Communication
Your voice is only one part of becoming a more impactful communicator. The strongest leaders know how to use their voice, structure their message, tell compelling stories, and communicate with confidence in high-stakes moments.
Continue your communication growth with these Speak by Design resources:
Listen to the Speak by Design Podcast
Get practical leadership communication strategies, real executive coaching examples, and tools you can apply in your next meeting, presentation, or conversation.
Read the Speak by Design Book
Discover the communication frameworks leaders use to earn trust, increase influence, and make their messages memorable.
Ready to accelerate your communication growth?
Speak by Design University is a comprehensive leadership communication experience that combines private coaching, live workshops, and practical tools designed to help you communicate with greater confidence, clarity, and influence.
