How to Build an Authentic Brand

People follow leaders who are authentic. They are clear about what they are doing and where they are going. They’re the real deal.

The old adage remains true:

Lead. Follow. Or get out of the way.

Consider normal consumer behavior:

• If you want to protect your family, you don’t put cheap generic tires on your vehicle. You put on Michelins.
• If you’re serious about your sport – or getting in shape – you don’t wear no-name running shoes. You lace up the proper pair of Nike’s.
• If you want to share a happy moment with someone, you don’t offer your friend a store brand cola. You share a Coke.

Consumers buy Michelin tires, wear Nike shoes, and drink Coke because these companies – these corporate brands – are leaders in their field.

They’re authentic brands.

The Counter-Intuitive Problem

Being authentic should be natural. Yet, it’s often counter-intuitive.Consider that every human being is unique. There are no two people on the planet who are identical. Each person has unique DNA, and even a unique fingerprint.

But unfortunately we’re constantly being compared to others.

• It starts in grade school, and sometimes even at home (especially if you have a lot of siblings). “Why can’t you get the same grades as Tommy? You’re just as smart.”
• In professional sports, commentators constantly compare players against each other. “Joe throws the ball with almost the same precision as his predecessor. Will that be good enough this season?”
• In the workplace, it’s normal to be compared to others who do the same type of work. “Customers seem to like both you and Mary. But she’s faster than you.”

So guess how we respond? We actually work at “being like others.” Instead of leveraging our unique gifts, we work hard at being accepted and fitting in.

Then we’re not being authentic. Even worse, we may be missing the greatest opportunity to add real value to others.

The same holds true in business.

Building an Authentic Brand

When trying to build a business – and brand – the common trap is to compare against the competition. These should sound familiar:

• Our product lasts longer than any of our competitors.
• Our customer service can’t be beat.
• Our brand is the most reliable on the market.
• We offer the lowest prices – anywhere.

While this might seem ‘normal’ business behavior, it’s near impossible to build a strong and lasting brand this way.

To build an authentic business and brand, here are three questions to consider:

1. Have you clearly identified and defined what makes your business unique?
2. Is what the business offers perceived as relevant and meaningful to key customers and other stakeholders?
3. Can the business deliver in a consistent manner over time (e.g. the next 3-5 years, and ideally longer)?

These are questions authentic business leaders continually ask. Maybe that’s why so many people keep following them.

 

How are you dealing with the counter-intuitive problem?