November 2011
Intermediate to advanced
210 pages
4h 40m
English
46
The Real Thing
WHAT DOES IT MEAN TO BE AN AUTHENTIC BRAND? Authenticity is a word tossed around a lot in marketing circles. Being authentic simply means that you are who you say you are. Being authentic inspires trust. The more transparent and authentic you are, the more likely people will believe what you have to say.
People who are authentic do what they say they are going to do. If you make a promise or marketing claim and can't follow through on it, then the level of trust you've established with people takes a big hit. Authenticity with your marketing and your actions is critical to building trust with people.
Prospects are constantly trying to weed out legitimate experts from self-proclaimed gurus. You are constantly being evaluated as to whether you deserve someone's trust. People are searching for elements that prove your authenticity and validate you. The easier it is for people to see you have nothing to hide, the better. The best way for people to see you are authentic is by your actions. How you behave reveals more about your authenticity than anything you could ever say.
When a brand is congruent with what they say and what they do, people trust them. It sounds simple because it is. Yet for some reason people tend to struggle with this. Authenticity counts in everything you do. Honesty and transparency never lose their importance.
Don't pretend to be someone you are not. Be real and allow people to see the good, the bad, and the ugly. Sadly, most brands are afraid ...
