Branding can mean a lot of different things to different people. It most certainly can.
Which can lead to people making all sorts of decisions about their brands that may or may not make sense.
And, I get it, it is hard to manage your brand and it is hard for you to know if you are doing the absolute right thing or if you are doing something that makes absolutely no sense at all.
But there is really one thing that your brand has to do no matter what else you try to do with your brand, and that is that it needs to be authentic.
I know that authentic and authenticity are two words that get thrown around with such great regularity now that they have become close to meaningless, but having a brand that is authentic should never be looked at as some sort of meaningless thing…it should be looked at as the most important thing.
How do you and I define authenticity in branding in a meaningful way?
Here’s 3 ways:
1. You need to make sure your brand has a Point of View that aligns with who and what you are:
Too many brands try to be everything to everyone and that leads them to failure. But the best brands include certain people and things and exclude just as many.
Think about sports:
Do the Yankees have a POV that is specific? And, are there tons of people that buy in? And, are there tons of people that turn off?
Absolutely.
What about Starbucks?
Same deal, right?
Or, Android.
Yes!
The key for all of us is that we have to have a brand that stands up for what we are and what we believe in, without apology.
2. Your brand better scream consistency:
I like to tell people that no one wants a meek consultant.
And, my branding reflects that.
Which makes it a certainty that anytime you encounter me at a conference, in an article, on a podcast, or anywhere else you know that I am going to be talking about doing things that are going to build your revenue.
Let’s think about when brands get themselves into trouble…like the politician that screams family values while being out with prostitutes. Or, the bank that tells you its all about customer service while their customer service is indifferent?
These brands are inconsistent and they fail at delivering on their brand’s promise.
3. Your brand needs to evolve:
This doesn’t mean your core values must change, but it does mean that your brand needs to stay current.
Think about brands that have failed to keep up with the times like Kodak. They went from defining the photography category to being bankrupt.
But think about a brand that evolves like Starbucks. The core of their brand is still the concept of “3rd place” but how that plays out has evolved to keep in touch with the changing dynamics of how people live their lives.
So make sure your brand is evolving and living up to its values without losing itself to stagnation.