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26 October 2009/
Authenticity = success
by Ben Knapp at 6:25 pm 26 October 2009
Filed under: Branding, Identity
This is a call for authenticity. For keeping it real.
We come across too many new brands that don’t feel right for a company we know well. This is because these brands are not authentic. They are manufactured; they have nothing to do with what the company is really about – and too much to do with hyperbole and wanting to impress.
To create an authentic brand, use the bedrock of unique truths, thoughts and beliefs that exist in your organisation. That’s what differentiates it. Work hard and find out which of these are genuinely yours and which could be anyone’s. Once it’s clear which are which – get rid of the fluff and use the rest to guide the work on your brand.
Aspiration and ambition need to play a big part in shaping your brand. Plans for tomorrow are at least as important as today’s reality. But make sure you express goals that suit you, not ones that merely sound good or will please your board.
You and your colleagues have got to take ownership of the brand. That won’t happen unless it’s based on things you genuinely believe in. The more authentic the brand is, the better every one of you will be able to act on it. And the better the chances of seeing positive change for your business.
[...] We come across too many new brands that don’t feel right for a company we know well. This is because these brands are not authentic. They are manufactured; they have nothing to do with what the company is really about – and too much to do with hyperbole and wanting to impress. Read more… [...]
Comment by Saffron Brand Consultants » Blog Archive » Authenticity = success — 10/26/2009 @ 6:27 pm
I agree. All too many businesses try to build their brand around stock sentiments that they think should be there. It never works.
Say something honest, say something real, because ultimately people know when they are being lied to and once a brand has been uncovered as disingenuous, it’s over.
Our job as ‘brand builders’ is to find the truth and make our clients except it (even if it’s uncomfortable), because the rewards will be immeasurable.
Comment by Martyn Reding — 10/29/2009 @ 8:17 am
Thank you! You often write very interesting articles. You improved my mood.
Comment by Peter — 10/29/2009 @ 5:06 pm
totally agree… but audience remember: that implies being picky selecting your clients (you must truly believe in them), and given the poor product differentiation of some sectors that might clash with a purely business mindset.
Comment by Pau de Riba — 10/30/2009 @ 1:02 pm
Brilliant thought Ben. This thought generates if you have courage to live brands for others. We, the consultants have achieved visual power to the level that when we think to consumer point of view we actually had to go down the field and interact and rewind ourselves and live the moment when we were on that stage and clubbing with insights and values what a product or a company holds. It happens to give a good start to the process of brand building. Rather than creating a brand – “living brand” is more important.
Comment by Harmind S Arora — 11/2/2009 @ 7:38 pm
I have come to learn that the reason why a lot of brands aren’t real and true are due to the fact that peoples (designers???) egos, arrogance and ignorance get in the way of their work. A good brand designs itself, we just guide it on it’s path and part of that process is celebrating the unique truths in that product, service, place…
Comment by John Lowdon — 11/4/2009 @ 9:22 am
Agreed! I’ve worked with people who think you can throw a logo on a page with a catchy word on it and you’re done. I had one boss who actually said (because he was discouraged that we were 2 weeks into this and still didn’t have a logo for him to look at), it should take only 30 minutes to do this. That’s because he wasn’t thinking about what really was going on – what was behind the brand icon we were developing, what it would mean to customers. Thanks for your post. Very interesting.
Comment by Marly — 11/19/2009 @ 2:33 pm
Greetings from London!
I agree with this topic and I admit at times I have wanted to use words or ideas that were not mine just to make a splash.
When I’m drawn back to what makes me human and the true skills that I have, I tend to produce ideas that have a depth to them that lasts a lifetime. They also feel ‘right’.
However, this is hard for me as I was taught to ignore my true talents. I know this now and I’m going to win in the end….
Comment by JAMES DUSK — 11/22/2009 @ 5:49 pm
All the best.
Comment by Jmaes Dusk — 11/26/2009 @ 2:38 am
Yes..I’m back again but….I really had to write back as this page got me thinking…
This website represents authenticity and a kind of openness. Saffron has not felt the need to use a bazaar array of hypnotic tools to sell its work like some of the others do on the ASA list.
I find Saffron one of the most authentic in the business and I believe Saffron understands that its clients are intelligent.
Happy Christmas and thanks for keeping it real.
Comment by James Dusk — 12/5/2009 @ 12:03 pm
Lots of folks blog about this issue but you wrote down some true words!
Comment by epherryVelt — 12/11/2009 @ 11:53 pm