I hate buzzwords. Every time a new marketing term shows up on the cover of a book I find myself having to translate the jargon into something meaningful for ordinary, busy business people.
Lately, it’s “Authenticity.” Seems “keeping it real” has become a household term. And a branding imperative.
In The New Marketing Manifesto John Grant says “Authenticity is the benchmark against which all brands are now judged.”
If that’s the case, we better have a damn good definition of what we’re talking about.
“Authentic” is derived from the Greek authentikós, which means “original.” But just being an original doesn’t mean your brand will be perceived as authentic. You could be an original phoney.
Most definitions used in branding circles also include the words “genuine” and or “trustworthy.” In The Authentic Brand it’s defined this way: “Worthy of belief and trust, and neither false nor unoriginal — in short, genuine and original.”
I think it’s also useful to look at the philosophical definition of the word… “being faithful to internal rather than external ideas.” In philosophy of art, “authenticity” describes the perception of art as faithful to the artist’s self, rather than conforming to external values such as historical tradition, or commercial worth.
The same holds true for brands.
The authentic ones are faithful to something other than just profits. They have a higher purpose, and they don’t compromise their core values in order to turn a quick buck. They are the exception to the corporate rule.
The Brand Authenticity Index says, “At its heart, authenticity is about practicing what you preach; being totally clear about who you are and what you do best.” When a brand’s rhetoric gets out of sync with customers’ actual experiences, the brand’s integrity and future persuasiveness suffers.”
I think the general public believes that marketing — by definition— is not authentic. Guilty until proven innocent! And if someone sniffs even a hint of corporate BS they’ll blog about it, post negative reviews and announce it to all 7,694 Facebook Friends.
Ouch.
In a 2004 Fast Company article, Bill Breen said “Consumers believe, until they’re shown otherwise, that every brand is governed by an ulterior motive: to sell something. But if a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in.”
Nobody ever starts a company with the goal of becoming an authentic brand. Think back to when Amazon, Starbucks, Nike and Apple were just startups. They were all authentic in the beginning. Each had a core group of genuinely passionate people dead-set on changing the world in some little way. And that esprit de core set the tone for the brand to be.
Patrick Ohlin, on the Chief Marketer Blog, says “Brand authenticity is itself an outcome—the result of continuous, clear, and consistent efforts to deliver truth in every touch point.”
It’s a by-product of doing things well. Treating people right. Staying focused. And not getting too greedy.
“Companies are under pressure to prove that what they stand for is something more than better, faster, newer, more,” said Lisa Tischler in Fast Company. “A company that can demonstrate it’s doing good — think Ben & Jerry’s, or Aveda — will find its brand image enhanced. But consumers must sense that the actions are sincere and not a PR stunt.”
Add the word “sincerity” to the definition. Sincerely try to do something that proves you’re not just another greedy, Goldman Sax.
In the age of corporate scandals and government bailouts, not all authentic brands are honest. If your brand values revolve around one thing — getting rich — it’s pretty tough build a genuinely trustworthy brand in the eyes of the world.
Amway, for instance.
Amway has an army of “independent sales associates” out there luring people to meetings under pretense and spreading a message that says, essentially, “Who cares if you have no friends left. If you’re rich enough it won’t matter. We’ll be your friends.”
The front-line culture seems to revolve around wealth at any cost. Then there’s the corporate office trying to put a positive spin on the brand by running fluffy, product-oriented, slice-of-life commercials.
It’s a disconnect of epic proportions. But I digress.
Let’s assume you have a brand with a pretty good reputation for authenticity. How can you manage to maintain that reputation even when you’re growing at an astronomical rate?
Be clear about what you stand for. Communicate!
Your brand values need to be spelled out, on paper. After all, your employees are your best brand champions and you can’t expect them to stay true to something they don’t even understand.
That’s one of the key services at my firm… we research and write the book on your brand. We craft the message and then help you communicate it internally, so all your managers, front-line employees and business partners are on the same page. Literally. It’s a tremendously helpful tool.
Underpromise and overdeliver.
Now here’s a concept CEOs can get a handle on. If you consistently exceed expectations, consumers will believe that your’re sincere and trust your brand. It’s a fundamental tenet of brand authenticity. If you’re constantly disappointing people, it’s going to be tough.
Don’t try to be something you’re not.
Being authentic means staying focused and saying no once in a while. The more you diversify, extend your product line or tackle new target audiences, the better chance you have of alienating people.
In a down economy it’s always tempting for small businesses to branch out. You take on projects that are beyond your core competencies, because you can. People trust you. Then if things go south you lose some credibility. And without credibility there can be little authenticity.
Align your marketing messages with your brand.
You sacrifice authenticity when your marketing messages are not true to the company, its mission, culture and purpose. You can’t be saying one thing, and doing something else.
Alignment starts with understanding. Understanding starts with communication. So figure out your core brand values, and then hammer those continuously with your marketing team. Every time they trot out a new slogan or campaign you can hold up that brand strategy document and ask, is this in line with our brand?
Be consistent.
Another way you lose that sense of brand integrity or authenticity is when you change directions too frequently. I’ve seen this in start-ups that have new technology, but no clear path to market. The company just blows with the wind, changing directions with every new investor who’s dumb enough to put up capital. There’s no brand there at all, much less an authentic one.
Lead by example
One of the best CEO clients I ever had was a master of management-by-walking-around. His authentic, soft-spoken demeanor worked wonders with his people. He was out there everyday, rallying the troops and reinforcing the brand values of the company.
So if you’re in charge, stay connected with your teams and don’t ask them to do something you wouldn’t do yourself. When sales, or marketing or R & D starts working in a vacuum, you often end up with an authenticity drain.
Hire good PR people
Like it or not, the public’s sense of your brand authenticity often comes from what the press says. For instance, BMW’s claim of being “the ultimate driving machine” is constantly reinforced by the automotive press in head-to-head comparisons with Audi and Mercedes. According to those authoritative sources, it’s not a bullshit line.
Which really is the bottom line on brand authenticity. Don’t BS people.
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