Authenticity Won't Build Your Business



Authenticity won’t build your business.


Okay, okay – hear me out. It’s not that I don’t value authenticity because I do! In fact, I believe that for a modern brand to succeed they NEED to be authentic. People are craving transparent brands now more than ever. And we can see through the bullshit.


BUT HERE’S THE THING - AUTHENTICITY ISN’T A VALUE. AUTHENTICITY IS THE BASELINE.


Let’s say a brand’s values are inclusion, integrity, and simplicity, and they take consistent action to live out those values – that’s what makes them authentic.


AUTHENTICITY IN BRANDING IS A MEASURE OF THE ALIGNMENT BETWEEN WHAT A BRAND SAYS IT DOES AND WHAT IT ACTUALLY DOES.


Claiming authenticity doesn’t make you authentic. Holding to your values makes you authentic.

To claim your authenticity calls into question just how authentic you truly are. So think of it like this, let’s say you have a friend who claims they are always honest. If someone was always telling you that they were honest, wouldn’t you question just how honest they were actually being?


The thing is, authenticity is created from the inside out. When you are being authentic, you are staying true to your brand’s vision, goals, and values. Being authentic is living and breathing your values… so how does it work when “being authentic” is your value? What are you actually living by?


Being authentic is the measure.


SO HERE’S MY CHALLENGE FOR YOU,


Take some time today to think about your values. Write down three values, and then write down three action steps for how you will live out those values through your brand and your business.


Because, after all, authenticity in branding is the alignment between what a brand says it does and what it actually does.