Today I made two lists.
Things that can be duplicated
- Boring copy
- Poor design
- Generic content
- Dull personality
Difficult to duplicate
- Exciting copy
- Stunning design
- Compelling content
- Stunning personality
If you had to sum up in one word what those traits encompass, what would it be? I picked authenticity.
Think about your best friend.
How did you select him (or her) as a friend? At what point did you actually consider him a true friend? A companion if you will. It probably wasn’t until you felt like you really knew who he was, right? It’s interesting to dissect the process of how a friendship is formed. You meet someone at school, work, church or wherever, and get to know them. Maybe invite them over to dinner and engage in further conversation.
And then something magic happens.
You get down to the core of who that person is and you are willing to overlook faults. You appreciate their authenticity. Quirky idiosyncrasies that were once annoying are now endearing. If someone insults your friend, you better believe you will stick up for them.
Have you ever heard someone express their love for a brand as if its a dear friend? How does a company develop a friendship with a customer? The same way your mom told you to make friends when you were a kid: Be yourself. Effective brands know who they are and they act like it. All the time. From the way they answer their phone, to the way the package their products, to the writing on their website; there is no questioning who they are.
Does your brand have an authentic personality? For a lot of brands, the struggle isn’t necessarily being themselves, it’s defining who they are in the first place and then sticking to it. Being authentic means you’re willing to accept the fact that you won’t make friends with everyone. The trade off is that those you do form friendships with will connect with you on a higher level and in a meaningful way. These are the customers who will stick by you when times are tough. They are the ones who will recommend you to a friend. They are the ones who will, in large part, determine your ultimate success.
If your brand needs help conveying its personality more effectively, give us a call. We can help.