You have probably read or heard that to have a successful business you need to create an authentic brand and business. However, do you even know what that really means?
What comes to your mind when you think of the word authentic or authenticity?
Do you understand the difference between your brand and your business?
What are your first thoughts when you think about “being authentic”?
If you’re like a lot of business owners, you may think that it means you have to share any and everything about your life and business.
It doesn’t mean that at all.
Being authentic is not so much about sharing as it is about giving.
Whew, that probably took a load off your mind! If you’re like a lot of small business owners, that’s the reason you went into business. You want to give, and you want to make a difference in the world.
First, let’s look at the meaning of the word “authentic.”
- not false or copied: genuine: real
- representing one’s true nature or beliefs
- true to oneself
Words related to the word authentic include, credible, authoritative, accurate, convincing, trustworthy, legitimate, pure, reliable, original, true, dependable, factual, and valid.
Why authenticity matters:
Being authentic is what provides the know, like and trust factor in your business.
Without authenticity, trust cannot be built. Without trust, there is no relationship.
Forbes reports that 86% of people report that authenticity is a key factor in deciding which brands to purchase (2017: Stackla research.) and authenticity is one of the top ways a business can “engage and interest” them (2014: Boston Consulting Group.)
In today’s “virtual world,” people are searching for real relationships, with brands that give them an authentic experience.
Authenticity ….
- sets your brand and business apart from the masses
- builds your identity, image, and brand as trustworthy
- allows people to relate to you, and encourages engagement
What’s the difference between a brand and a business?
According to the dictionary;
A business is, “the practice of making one’s living by engaging in commerce.”
A brand is, “a public image, reputation, or identity conceived of as something to be marketed or promoted.”
Your brand is your image and your reputation. Your business is how you make a living. BIG DIFFERENCE!
Your brand consists of a variety of things. It could be a one to five-word phrase that people immediately think of when they hear your name, the feeling it invokes inside of them, or certain colors and fonts.
What makes an authentic business?
An authentic business is one that understands how to humanize their company. It will always consist of authentic leadership. They walk their talk and lead by example.
Authentic leaders are transparent, without oversharing. They encourage engagement and feedback. Their emphasis is on giving you value.
An authentic business does not hide. You can easily find pictures of the leaders and contact information. Real people answer the phone or return calls to people who have left a message.
What makes an authentic brand?
Your brand consists of one single idea that embodies every decision that you make in your business.
Remember that buying decisions are based on trust, relationships, emotions, and the experience the buyer is seeking. It is NOT based on your expertise.
An authentic brand provides a unique experience and provokes certain feelings. It has a purpose that far surpasses making money. It is being open to sharing stories that will connect with your audience and normalize the experience. It also helps you make the right decisions for your business!
Ways to create your authentic brand:
- Be You: everyone else is already taken Be Real, let your personality shine through! Speak the way you would to your best friend.
- Apply your core values: Your personal beliefs, values, and goals are the heart and soul of how you approach every aspect of your business.
- Share your passion: Let people see who you are and what drives you. Explain what your mission is and why. Paint a clear and truthful message in ALL marketing material.
- Position yourself as an authority: Every interaction you have with a potential client or client as well as the products and services you offer needs to highlight the benefits of your expertise and experience. Another great way to position yourself is by collaborating with other experts.
- Be proud: Make people aware of any industry awards you have won and any respected groups and associations of which you are a member – it will all help to round out the impression of a bona fide, reliable business.
- Provide valuable content: Everything that you post online should engage, entertain, and/or educate. Content should boost the quality of the life or business of the reader.
- Create Connections: Personalize the experience that your clients have with you. Know what your clients needs and wants are, and give it to them Actively engage with your audience through social media. You also want to create connections with other experts in your niche.
- Be Responsive: How can you be completely authentic if you don’t give peeps a way to get in touch with you besides the contact form? Share your email, physical address, and more importantly your phone number! So many people hate the fact they can’t “call Facebook” so can your peeps call you?
- Be a storyteller: Share your mishaps and lessons learned Testimonials from real people (with real names and genuine photographs) are also powerful aides to authenticity, so display them pointedly and with pride.
- Keep your word: Walk your talk. Your community will be watching you. Be the expert that they need and want to follow. Keeping your word provides trust.
- Be Consistent: Giving mixed messages causes confusion easily leads to suspicion and mistrust – even if it’s only on a subconscious level. This is why your message needs to be congruent across your website, social media platforms, and programs. Consistency conveys that you are strong, self-assured and trustworthy.
- Be Visible: Let people see a recent picture of you. Don’t hide behind motivational or nature pictures. Have pictures taken and post different ones in different places. Share stories about your personal life, that you’re comfortable sharing. Pictures and stories help your community connect to you as a real live person that they know, like, and trust.
Make sure that your brand reflects the way you want your audience to feel when they see your brand or hear your message. You’ll have a better chance of having a prospect make that emotional “leap of faith” and do business with you.
Simply put, being authentic means staying true to who you are, what you do, and who you serve. Be true to your personality and let it shine through in everything that you do. Learn to listen to your inner guidance and your business will start to shine through too. Your ideal clients are hardwired to be attracted to you. They are searching for you.
