Hey there, Jake here.
I'm calling bullsh*t on the tired marketing tropes we've been force-fed. We're done with the platitudes and the empty promises. Your customers aren't stupid, they can smell inauthenticity from a mile away.
So, ask yourself: Is your brand truly authentic? Can you cut through the noise and connect with your customers on a human level? Or are you just another soulless entity spewing generic garbage?
It's time to find out. Take my Authenticity Test and see where your brand stands.
The Authenticity Test
Authenticity. It's not some marketing mumbo jumbo we pull out of our hats to look hip and cool. It's the damn core of any brand that actually wants to matter.
Question 1: Who Are You, Really?
Imagine you're at a cocktail party, surrounded by suits and stilettos, and someone asks the dreaded question, "So, what do you do?"
Option A:
You launch into a robotic recitation of your company's elevator pitch. "We're a global leader in sustainable fashion, blah blah blah, eco-friendly clothing, yadda yadda yadda." Snoozefest.
Option B:
You tell a story. A real story. "Our founder, Jane, grew up near a river choked with textile waste. It was a wake-up call. She started our company with one mission: create stylish, sustainable clothing that doesn't destroy the planet. Each piece we make is a testament to her commitment to a cleaner future."
Boom. Mic drop.
Which one do you think leaves a lasting impression? The answer is obvious. Authenticity isn't about spewing corporate jargon; it's about connecting with people on a human level. It starts with knowing who you are and telling your story in a way that resonates.
Let's break it down even further, shall we?
What the hell does your brand actually stand for?
Exercise Time: Grab a pen and paper, or open up a blank document on your fancy laptop. Now, write down the top three values that your brand lives and breathes. These aren't some fluffy buzzwords you throw around in marketing meetings, they're the non-negotiable principles that guide every decision you make. Think hard: Is it quality? Innovation? Customer obsession? Sustainability? Or maybe something else entirely? Be brutally honest and get specific.
Example: Let's say one of your core values is sustainability. Fine, but how does that actually show up in your business? Are you using recycled materials? Reducing waste? Supporting environmental causes? Show, don't tell.
Real-World Example: Take Patagonia, for instance. One of their core values is environmentalism. This is evident in their use of recycled materials, commitment to reducing carbon footprints, and their initiatives like the "Worn Wear" program, which encourages customers to repair, reuse, and recycle their products.
Crafting Your Brand Personality
Exercise Time: Close your eyes (not really, you won't be able to read this). Imagine your brand as a living, breathing person. What kind of clothes do they wear? How do they talk? What are their passions and quirks? Write a character sketch that captures their essence.
Example: Would your brand be the adventurous type, always chasing the next thrill? Or maybe the reliable friend who's always there with a helping hand? Get granular and paint a vivid picture of this personality.
Real-World Example: Think of Harley-Davidson. Their brand is the embodiment of a rugged, freedom-loving rebel who values independence and adventure. This persona is dripping from their marketing campaigns, oozes out of their customer interactions (hello, Daytona Bike Week), and is even stamped onto the design of their motorcycles (that unmistakable roar of the V-Twin engine).
Building Your Brand Narrative
Exercise Time: Now, let's write your brand's biography. Start from the messy beginning - why did you even start this godforsaken company? What obstacles did you overcome (or get crushed by)? What victories did you celebrate (or pretend to celebrate)? Don't hold back, make it personal and captivating.
Example: Share a pivotal moment in your brand's history. Was there a major breakthrough? A failure that taught you a valuable lesson? An unexpected win? These stories humanize your brand and make it relatable.
Real-World Example: Warby Parker nails this. They tell a compelling story about disrupting the overpriced eyewear industry, making glasses accessible and affordable for everyone. It's a narrative that resonates with their customers.
Communicating Your Identity
Exercise Time: Grab a friend (or a random stranger, I don't judge) and practice explaining your brand in plain English. Ditch the industry acronyms and corporate buzzwords. How would you describe your brand in a way that feels natural and engaging?
Example: Instead of saying, "We provide top-tier digital solutions for B2B clients," try something like, "We help businesses tell their stories online in ways that actually connect with people." See? Much better.
Pro Tip: Take a minute to strip away all the fancy words and acronyms. Get to the heart of what your brand truly represents. Write it down. Does it sound like something a real person would say? If not, keep refining it until it does.
Question 2: What’s Your Origin Story?
Every brand's got a backstory, a genesis moment, but not every brand knows how to spin it into gold. Your origin story isn't just a boring timeline; it's about the passion, the struggles, and the "a-ha!" moments that shaped your brand into what it is today.
Let's dig deeper into how to craft an origin story that'll make 'em sit up and listen:
Identify Your Brand’s Genesis Moment
Exercise: Rewind to the moment your brand was born. What sparked it? A personal experience that lit a fire under your ass? A gaping hole in the market that you were itching to fill? A problem you were hell-bent on solving? Write it down, every juicy detail.
Example: If your brand started because you couldn't find a decent, eco-friendly toothbrush, tell us about the frustration, the endless searching, and the moment you decided, "Screw it, I'll make my own."
Real-World Example: Slack's origin story is a classic. Stewart Butterfield and his team were building a video game (that flopped), but in the process, they created an internal communication tool that was so freaking good, they realized it was way more valuable than the game itself. They pivoted, and Slack was born. Here's Stewart telling that story.
Highlight the Struggles and Challenges
Exercise Time: Now for the hard part: What major roadblocks did your brand hit in the early days?
Example: Funding woes? Production delays? Skeptical customers who thought you were nuts? Be honest and get specific. This is where your story gets real.
Real-World Example: GoPro founder Nick Woodman had to get scrappy. After the dot-com bust, investors weren't exactly lining up to throw money at his niche action camera. He resorted to selling belt buckles and shell jewelry out of his van to keep the dream alive. Talk about hustle.
Showcase the Human Element
Exercise Time: Introduce us to the people behind the brand. Who are the founders, the team members, the loyal customers who've been there from the start? Tell us their stories, their contributions, their connection to the brand.
Example: Share a story about your co-founder who pulled all-nighters coding the website, or the customer whose feedback inspired a game-changing product feature.
Scenario: You're chatting with a potential customer. Instead of the usual "We were founded in..." spiel, hit them with a personal anecdote about the blood, sweat, and tears that went into building your brand.
Tip: Don't just focus on the milestones, spill the beans about the doubts, the setbacks, the MacGyver-ed solutions. Let your audience see the real people behind the brand, warts and all. This creates a deeper connection and fosters loyalty.
Question 3: How Do You Connect with Your Audience?
Authenticity isn't just about spouting some carefully crafted message. It's about how you make your customers feel. Are you treating them like they're part of something special, your tribe, your people? Or are they just another faceless cog in your CRM?
So, how are you gonna do it? That's for you to figure out. But if you're still sending out mass emails that start with "Dear Valued Customer," you've got a long way to go.
Engage Through Storytelling
Exercise Time: Dig up stories from your team, customers, or community. Find those that evoke emotion and show real experiences. Real stories connect with people.
Example:Share a tale on social media about a customer who used your product in an unexpected way. Include their journey, struggles, and how your product saved the day. Add pics and quotes for extra oomph.
Real-World Example: Airbnb constantly uses storytelling to engage its audience. Through its ongoing "Host Stories" campaign, Airbnb showcases personal tales from hosts and travelers around the world, emphasizing unique experiences and human connections made possible through their platform.
Actively Listen and Respond
Exercise Time: Stalk your social media, forums, and email for feedback. Respond fast and with actual thought. Show them you're not just a bot.
Example: If a customer tweets about a problem with your product, reply publicly with a solution. Then, DM them to make sure it's fixed and thank them for speaking up.
Real-World Example: Wendy's gets it. They engage with everyone, from compliments to complaints, with a personal touch and a dash of humor. Their social media presence feed is proof.
Show Your Human Side
Exercise Time: hare behind-the-scenes content that shows the humans and processes that make your brand tick. Office antics, team efforts – let it all hang out.
Example: Post a video tour of your office or a "day in the life" of a team member. Humanize your brand.
Real-World Example: LEGO's got this down. They partner with LEGO builders on YouTube, giving designers a platform to talk about the creative process and challenges behind those iconic sets. It's a peek into the passion and expertise that goes into every brick.
Scenario: So, you're running a social media campaign. You're getting comments, but are you actually engaging with your audience or just spitting out pre-written responses? Newsflash: Your audience can tell the difference.
Tip: Don't your audience like numbers and and treat them like people. That's how you build real relationships and create a loyal following. Remember, in the words of Maya Angelou, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." Make them feel heard, valued, and respected. That's the power of authenticity.
Question 4: Are You Walking the Talk?
It's one thing to wax poetic about your values, but are you actually living them?
Align Actions with Values (or Get Called Out on Your Crap)
Exercise Time: Review your brand's so-called values and compare them to how you actually operate. Find any discrepancies? Congratulations, you've just uncovered a PR disaster waiting to happen. Fix it. Now.
Example: Your brand preaches sustainability? Great. Now show me your eco-friendly supply chain. If it's not up to par, find suppliers who aren't destroying the planet.
Real-World Example: Nike, a brand valuing innovation, sustainability, and inclusivity, faced criticism in the early 2000s for labor practices contradicting these values. In response, Nike cleaned up its act, established a supplier code of conduct, implemented monitoring systems, and invested in worker programs. Nike is now a Fair Labor Accredited venture.
Set Transparent Goals and Benchmarks
Exercise Time: Start setting clear, measurable goals that reflect your values. Then, have the guts to share your progress—warts and all—with the world. Don't be vague.
Example: You want to reduce your carbon footprint? Fantastic. Tell us how much, by when, and how you plan to do it. Then give us regular updates on your progress. It shows you're serious, not just blowing smoke.
Real-World Example: Unilever, a multinational consumer goods giant, knows how to play this game. Their "Sustainable Living Plan" is full of specific, measurable goals like helping 250,000 smallholder farmers in their supply chain access livelihoods programs by 2026, using 25% recycled plastic in their packaging by 2025, and maintaining no deforestation across their primary deforestation-linked commodities. And they publish regular reports on their progress, good or bad. That's how you build credibility.
Engage in Meaningful Initiatives
Exercise Time: Participate in or initiate programs and initiatives that reflect your brand’s values. Ensure these efforts are genuine and not just for show. Your brand's values aren't just a marketing ploy, they're a responsibility. Engage in initiatives that actually make a difference, and then shout it from the rooftops.
Example: If you claim to support community development, regularly volunteer, sponsor local events, or start a scholarship fund. Share volunteer hours, the sponsored events, the scholarship funds. Don't just talk the talk, walk the f*king walk.
Real-World Example: Starbucks engages in meaningful initiatives aligned with its brand values, particularly through its Community Store program which fosters economic development in underserved areas by providing local jobs and sharing profits with community programs. Additionally, Starbucks supports employee volunteering through its Global Month of Service and offers full tuition coverage under the Starbucks College Achievement Plan.
Communicate Consistently
Exercise Time: Your brand messaging should be as consistent as my disdain for BS. Every social post, every email, every interaction with a customer should scream your brand's values. Keep that voice consistent across all channels. Otherwise, you're just confusing the hell out of everyone.
Example: Develop a brand voice guide that actually reflects your values, not some focus-group-approved nonsense. Then, make sure your team isn't just reading from a script, but actually embodying those values in every interaction.
Real-World Example: IKEA's brand voice guide emphasizes clarity, friendliness, and the Swedish concept of "lagom," meaning just the right amount. Whether you're wandering through their maze-like stores or chatting with customer support, you get the same consistent IKEA experience built around lagom.
Own Up to Mistakes
Exercise Time: Everyone screws up. It's what you do next that defines your brand. So, when your brand inevitably drops the ball, don't try to sweep it under the rug. Own it. Be honest, be transparent, and for the love of God, fix the problem. Explain what went wrong, what you’re doing to fix it, and how you’ll prevent it from happening again.
Example: If your product is being recalled, don't try to bury the news. Tell the world what went wrong, how you're fixing it, and how you'll make sure it never happens again. Your customers will respect your honesty, even if they're pissed.
Real-World Example: In the 1980s, Johnson & Johnson faced a severe crisis when several deaths were caused by cyanide-laced Tylenol capsules. TIt was a disaster, but Johnson & Johnson handled it like pros. They owned up to the problem, recalled every bottle, and introduced tamper-resistant packaging, setting a new industry standard for product safety. It was a masterclass in crisis management, and it saved their brand.
Scenario: Your brand advocates for sustainability. Do you just post about it on Earth Day, or are you actively implementing eco-friendly practices year-round? Authenticity shines through consistency.
Tip: Make sure your brand’s actions align with its proclaimed values. Integrity builds trust.
Next Steps (Because You're Not Done Yet)
Congratulations, you've reflected on key aspects of your brand’s authenticity. But don't get too comfy, because the real work is just beginning.
Here's your homework:
Refine Your Brand Story: Make sure your brand story isn't some PR-approved fairy tale. It should be a kick-ass narrative that captures who you are and what you stand for.
Align Actions with Values: Seriously, did you do that audit I told you about? Make sure your actions are in lockstep with your values.
Engage with Your Audience: Stop talking at your audience and start talking with them. Have real conversations, tell real stories, and build real relationships.
Maintain Transparency: Remember those clear, measurable goals I told you to set? Keep sharing your progress, even when you stumble. It's called being human, and it's surprisingly refreshing in the corporate world.
Adapt and Evolve: The world is changing faster than a tech bro's attention span, so your brand needs to keep up. Stay open to feedback, be willing to change, and never stop evolving.
Remember, authenticity isn't a one-and-done deal. It's a marathon, not a sprint. So keep it real, stay true to your values, and connect with your audience on a deeper level.
Remember, in the words of yours truly, “Forget forgettable & be damn authentic.” Your customers will thank you for it.
Until next time,
Jake
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