If someone told you that their business was the best in the world, would you believe them? It's unlikely, and you would have to do a lot of research to validate such a bold statement. Carlsberg probably said it best!
The truth is, most businesses are good, but not often the best. Anyway, how can a company make such a claim? How can it be verified? Saying you're ‘the best’ or 'the largest' is pointless - it offers no value to the customer.
What is brand authenticity?
Brand authenticity isn’t about making bold claims or spouting statistics - it’s about why it exists, how it came to be, its values, what it hopes to achieve, and the difference that it can make to others.
Most business owners start with a purpose; to fill a gap in the market, to offer greater choice or value, or to disrupt a market. However, beyond the commercial purpose there is often a genuine belief system or passion that sparked a desire to see things done better, or differently. This unique or personal passion can become the ‘big idea’ that authenticates the brand message.
Brand heritage
Over the last two decades, the internet has transformed the way that we do business. This has unleashed opportunity and creativity, allowing incredible start-up’s to become household names in record times. Here are 20 successful UK start-ups during the 2000’s The U.K.’s Top 20 Startups Of The 2000s Revealed (forbes.com).
Today’s start-up entrepreneurs are pretty ‘brand savvy’. They’re often young, motivated, and know how to harness the power of social media to drive home their brand messages. This said, there remains a market place full of traditionalists – people that trust what they know.
Longevity and heritage sustain many of our best-loved brands; Cadbury, Heinz, Jaguar, Marks and Spencer, Clarks, Rolls Royce and hundreds more - The 50 Best British Brands | Gentleman's Journal (thegentlemansjournal.com). Many of these brands have been around for centuries and have a rich history – people love them and trust them.
Your heritage is therefore very important. It is unique to you and it matters, but it’s how you tell the story that can influence customers.
Is your brand authentic?
No doubt you will know all about the history of your business, even if it started up only a few years ago. Every business has a story to tell, but it has to be genuine.
Here are a few examples of what can make a brand authentic:
Heritage – it has been trading for many years – 20 or more
Roots – its founder/owner is personally connected to a cause
Applications – its products are used for unique or specialist applications
Uniqueness – it is the only business of its kind to do the things it does
Intellectual Property – it owns or holds patent/s for original product design and manufacture
Knowledge – its people are qualified or specialists in a specific area
Community – it has made a direct impact on communities – social or groups
Environmental – it has made a direct impact on the environment
Sustainability – it only sources sustainable materials
Originality – it was the first to do or achieve specific goals
Advocates – it is focused on helping a cause through what it does
Experience – it helps people do things that are inaccessible elsewhere
Uncovering brand authenticity forms part of the rebranding process which reveals all of your brand ideals. Identifying what makes your brand authentic involves picking through the layers of the business - history, people, products, services, projects and customers - to reveal the true purpose, culture and values of the business.
Rebranding is an eye-opening and exciting process. It is liberating and rewarding for business owners, leaders and employees, and will become a key part of your brand strategy and marketing communications.
If you would like to know more, let’s talk!
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