It’s quite ironic really. As more and more brands scuttle around posting pages of values tocommunicate their brand authenticity, which often stems from very little more than a Google search, the very authenticity they are hoping to portray is lost in the process.
The most accurate comparison of a brand is a person. Because the relationships we have with brands today are akin to the relationships we have with people, relating characteristics of a brand with the characteristics of a person makes sense.
In fact, it is the brand’s adoption of human-like characteristics in order for us to see them as people, that has advanced the relationship to a more human setting. When we personify brands and think of them as a person with a soul, we can then start to relate and identify true brand authenticity with ease.
When we meet a truly authentic person, we just know that person is authentic to their core. It’s a feeling we have in our gut that’s primitive in nature but amazingly accurate. That feeling is usually a result of their actions and personality stemming from their values and principles.
Through observing their personality and actions we get a feeling for what is important to them, what their principles are and the values they have. When we feel that their actions, personality, behaviour, values and principles all align, we get a true sense of authenticity.
As we are able to accurately compare brands and people today due to our relationships, it becomes clear how easily that translates across. It is a brand’s actions and personality that tells us what they think they are, but it is when we see an alignment of their actions with their values, do we feel an authentic connection.