How to identify and address hidden biases in your brand stories - so your message connects with more of your target audience
I shifted in my chair, glancing down at the resume in front of me one more time. This candidate had a IT-heavy background - certifications, systems experience, and a lot of technical language that didn’t quite fit the position.
Still, I thought to myself they might bring a fresh perspective.
The small talk was easy enough, but as soon as the interview started, the questions threw me.
“What’s your formula for determining the best insurance products for each client?”
“How do you standardize recommendations across client demographics?”
“And is there a fixed algorithm you use to evaluate long-term investment opportunities?”
I blinked, unsure how to respond. “Well, it depends,” I said, trying to explain. “Every client is different. We focus on their individual goals, family situation, and risk tolerance - there’s no equation for that.”
Well, there sorta was, but not in the way he was imagining it.
He nodded, but I could tell he wasn’t convinced. He wanted concrete, repeatable answers - things he could plug into a standardized formula. But that wasn’t how this worked.
By the end of the interview, I felt drained.
His questions didn’t make me feel incompetent - they made me feel like we were speaking two different languages. But, still hanging on to the idea of him bringing a fresh perspective, I decided to give it a shot.
Once he joined the team though, the disconnect only grew.
“Why aren’t we using a spreadsheet to automatically calculate client budgets?”
“Can’t we just create a template for investment recommendations?”
“This whole process feels inefficient - why isn’t there a standard workflow for every client?”
I tried to explain. “Because no two clients are the same. One family might be trying to save for college while paying off debt, and another might be close to retirement with no savings. You can’t use the same formula for both.”
But he didn’t get it - or maybe he just didn’t want to.
Every conversation felt like a clash between his systems-driven mindset and the reality of helping real people with real financial lives. For him, everything could - and should - be optimized. But this wasn’t IT. This was personal finance. It wasn’t just numbers. It was real people.
After a while, I stopped trying to explain.
“It’s just how IT people think,” I told myself. “They don’t get the human side of this work.”
That thought became a rule: No more hiring from IT.
Years later, I’d taken a quick detour from financial services and was working as a remote closer for a high-ticket coaching program. The world was different, but apparently, my assumptions hadn’t changed.
One morning, I was reviewing the day’s leads when I saw it: “Systems Engineer.”
My stomach sank. Without even realizing it, I muttered under my breath, “This one’s going to be a problem.”
A colleague looked up. “What?”
I froze, realizing I’d said it out loud. “Oh, nothing,” I mumbled.
But he pressed. “Why do you think they’ll be a problem?”
I hesitated. “It’s just… people with IT backgrounds can be difficult to work with.”
He raised an eyebrow. “You’ve already decided who they are before you’ve even spoken to them. If you go into that call thinking they’re a problem, guess what? They will be.”
I didn’t want to admit it, but he was right. I’d already made up my mind.
When I hopped on the zoom later that day, I tried to set my assumptions aside. I told myself to listen. To ask questions.
Full disclosure, the call did not go great. The lead was difficult. But not because of his IT background - he was honestly just an a**hole.
Still, something had shifted.
Over the next few weeks, I worked with more leads from IT-heavy fields, and I started to notice something surprising: these people weren’t just easy to work with - they were some of the best sales calls I’d ever had.
The program’s structured, logical approach fit their mindset perfectly. The ideas I usually struggled to explain clicked with them instantly. It was a perfect match.
And all I could think was, How many opportunities did I miss because of my assumptions?
Looking back, I see how much power that one bias had over me.
I’d let a single frustrating experience turn into a rule. And that rule shaped my decisions for years.
The thing about biases is they don’t announce themselves. They creep in quietly, wrapping themselves around your thinking until they feel like truth.
That experience taught me to question those quiet voices. To challenge the “rules” I’ve created without realizing it.
Because biases don’t just keep you from seeing people clearly. They keep you from seeing your brand clearly as well.
Did you know that 93% of communication is influenced by unconscious bias, according to research by Harvard’s Project Implicit?
Hidden biases have a sneaky way of influencing business storytelling. They shape how we frame our brand, present our offers, and connect with potential clients.
Often invisible, these biases quietly create gaps in how we position ourselves. They can unintentionally alienate parts of our audience who might otherwise become loyal customers.
It’s not just about prospects or copy - it’s about the assumptions we bring to the table. These assumptions shape what we believe resonates, works, and who we’re really speaking to.
The tricky part? Biases aren’t always loud or obvious.
Sometimes, they hide in the techniques and messages that worked for us in the past. What once drove conversions might no longer align with a more diverse, evolving audience.
Success in one context doesn’t guarantee success in another.
Unchecked, these assumptions don’t just limit connection - they cost us sales and opportunities.
Here’s how to identify and address hidden biases in your brand’s storytelling using my B.I.A.S. Check:
B - Begin With Awareness
Start by asking yourself: “What assumptions am I making?” Recognizing your bias is the first step to challenging it.I - Investigate the Source
Dig into why you hold this belief. Is it based on one experience, a cultural norm, or something you’ve never questioned?A - Add Diverse Perspectives
Get feedback from people with different viewpoints. Their input can help you see blind spots you might have missed.S - Shift Your Approach
Rewrite or reframe the story, removing the assumption. Ask: “How can I tell this in a way that’s more inclusive and expansive?”
Why This Works
Storytelling powers business growth by transforming abstract ideas into relatable, actionable insights. But here’s the challenge: not everyone in your audience shares the same experiences or perspectives.
Hidden biases limit how effectively your stories connect. They create invisible barriers in your stories, diminishing their ability to resonate and limiting the reach of your business. When those biases go unchecked, you’re not just leaving connection on the table - you’re leaving revenue there, too.
When you question your assumptions, you unlock brand stories that feel authentic and inclusive.
This shift goes beyond just delivering a message. You show your audience they belong in it. Your audience isn’t just hearing your story - they’re seeing themselves in it. That connection drives engagement, sales, and long-term loyalty.
Take my experience with IT-heavy prospects.
When I let go of my bias about their background, I turned what I assumed would be difficult sales calls into some of my easiest wins. It wasn’t that I had to rewrite the sales strategy. I just needed to shift my mindset. Without addressing that bias, those opportunities might have slipped away.
The same principle applies to your brand’s storytelling. When you challenge hidden biases, you stop telling one-size-fits-all brand stories that only resonate with a very tiny portion of your target audience.
Here’s What You’ll Get Out of It
When you tackle hidden biases in your storytelling, you’ll:
Unlock New Connections: Reach parts of your audience who might have felt excluded or overlooked by your previous narratives.
Strengthen Your Message: Remove assumptions that dilute your story’s clarity and impact.
Earn Your Audience’s Trust: Show your audience that you see them for who they are, not who you assume them to be.
“Bias isn’t about blame - it’s about perspective. When you expand yours, you expand your impact.”
Your Turn
Think about a brand story you’ve told recently - or one you’re working on now. Push yourself further by exploring these questions:
What patterns from your past experiences might be influencing how you frame this story?
Are there voices or perspectives missing from your story that could make it more relatable to a broader audience?
What assumptions might your audience make while hearing this story, and how can you address those to challenge their biases as well?
If you removed one assumption from your story, how would it change the impact or the message?
Take a moment to rewrite a single paragraph of your story with these insights in mind. Notice how the narrative shifts and evolves when you challenge and remove biases.