Authentic branding. What is it and why is it important?
“Authentic” is another buzz word heard a lot when talking about branding. I use it myself in my branding courses. It’s core to what I do and how I help my clients.
But what does it mean? And how do you be authentic?
Authentic is being real. It is being you, not a carbon copy of someone else. It is not fake. It does not promise one thing and not deliver.
Finding your authentic identity involves a thorough analysis of your talents, gifts, callings, vision, dreams, weaknesses, personality, strengths, and more. When you fully understand who you are and why you are in business, you can build a brand based on you and your uniqueness. It will truly be customized.
It’s kind of like this: Have you ever driven into a developer neighborhood and gotten lost? I certainly have! Cookie cutter neighborhoods look all alike. I cannot find my destination by memory. I have to work extra hard to know the address.
But when you go to a custom house, do you not remember it? If it is really well designed, is it not worth more?
It’s the same with a brand. When your look is cookie cutter (like from one of those cheap business card templates you can get from the Internet), you will lose customers. You will not be easy for your customer to find because you will not be memorable. There is nothing to distinguish you from your competition.
But when you customize your brand you are adding value to your business. That in the end means increased revenue.
That is why building a brand based on your authentic identity is so important. It has be to be who you are, who your business is, at the core.
And part of that authenticity is delivering on your promises.
Because your customers will gain a perception of you. This can be a false or negative impression. It can be based on assumptions or based on reality.
What’s really powerful for your business and will bring you success is when perception of your brand equals reality.
Why? Because then you will have a satisfied customer who will keep coming back to you, not to mention giving you word of mouth referrals!
Now that truly is branding success!