Building a More Authentic Brand
Authenticity has become a marketing buzzword, but that doesn’t mean it’s not a helpful concept.
The problem is that, like most buzzwords, it’s tough to know exactly what it means. Authentic brands, we’re told, are ones we trust and connect with, while inauthentic brands are ones we mistrust and avoid.
But reducing “authentic” and “inauthentic” to good vs bad ignores important questions like:
What exactly is brand authenticity?
Why is it important?
And how can I integrate it into my organization’s brand?
So let’s take some time to answer each of these.
What Is Authenticity?
Authenticity occurs when all the elements of your identity - who you are, how you look, and what you say and do - align with and support one another.
Authenticity itself is neither good nor bad. In theory, a brand could be authentically shallow or authentically opportunistic.
All we’re really saying when we call a brand “authentic” is that we have reason to believe they are who they say they are, and that they will continue to be just that.
And therein lies the difficulty: how do you convince audiences to believe in the brand you are presenting?
And just as important: how do you ensure your brand—which includes multiple functions, objectives, and incentives—presents consistently over time?
To be effective, brands need to engage with the goals and challenges of the organization. But to be authentic, there needs to be some deeper center of gravity: one that speaks not just to what you do and how you do it, but why.
Why Is Authenticity Important?
Authenticity has a lot of benefits. They include:
Greater internal alignment
A stronger sense of direction
A deeper connection with audiences
Natural differentiation from competitors
More consistent brand presentation
But that doesn’t mean it’s for everyone. It’s perfectly fine for some brands to restrict their focus to their audiences’ needs and the solutions they’re providing. But even in these cases, it can get tricky as you start to grow.
What happens when your audiences expand and both the problems and your solutions begin to multiply?
Authentic branding can help you navigate this kind of change, providing an internal compass that allows you to grow with thought and intention.
How Can My Brand Become More Authentic?
There is no authenticity without clarity.
Your brand is more than an offer or a program. It includes those things, but it also includes “nonnegotiables” like your values, personality, and purpose.
Understanding these aspects of your identity is the foundation of authenticity. Not only will it help build trust with audiences, it will allow you to sharpen the systems, policies, and processes that drive your organization, ensuring they’re all pointed in the same direction.
So, if you haven’t, take some time to prioritize who you are as a brand.
And if your goal is to become more authentic, a good question to start with is: “What’s more important to us than revenue?”
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