Brand Brilliance Breakthrough: Authenticity
When thinking of which attribute to first highlight in my Brand Brilliance Breakthrough blog series, authenticity was at the top of my list. Authenticity and humility are two high-value leadership traits for me. I've written about both in prior posts. Today, to launch my Brand Brilliance Breakthrough series, I am going to zero in on authenticity-what it is, best practices for leaning into it, examples of people living this out, and how you can build this trait into your brand.
We live in a time when social media makes it so easy for folks to put up fake public personas of who they are, where “fake news” dominates the headlines, and when the competition for the spotlight leaves folks so scrambling to be seen or heard that they would say practically anything to grab their five minutes of fame.
Authenticity in that context is a precious commodity, one which prominent consumer brands and personal brands struggle to own. This is what makes it so incredibly valuable, and in my opinion, foundational as a brand attribute and leadership trait.
How Is Authenticity as a Brand Attribute Defined?
Seth Godin defines authenticity as, “doing what you promise, not "being who you are." Author and speaker Simon Sinek points out that,
“the great leaders are not the strongest, they are the ones who are honest about their weaknesses. … Great leaders don’t try to be perfect, they try to be themselves. And that’s what makes them great.”
Authenticity’s three pillars are transparency, vulnerability, and integrity. Transparency and vulnerability typically go hand in hand. When sharing your brand story as a professional, leader, entrepreneur, or small business owner, being transparent about your journey and being vulnerable about the struggle and hardship you encountered along the way, as well as your successes and triumphs, conveys authenticity. As people tend to do business and engage with people they know, like, and trust, having integrity is equally important. Integrity hinges upon you consistently acting in alignment with your values.
Authenticity in branding is about being genuine and real. It is one of the five pillars I talk about in creating a R.E.A.D.Y. brand, and it’s one of my brand attributes as a woman and business owner.
When you’re an authentic brand, you’re honest about your mission and values and your ways of conducting business are transparent so you can create a strong emotional connection with your clients. Authentic brands thrive for a few reasons:
It enables you or your business to break through the noise of competing brands: This is why authenticity is one of the most significant differentiating factors in branding.
It Creates Resonance: Genuine messages and ideas connect more powerfully with your target audience.
It Fosters Trust: Authentic brands stand out from others who fail to let customers see behind the veil of their marketing and PR. When consumers connect with you emotionally in real and relevant ways, you’re easier to trust, and that generates long-term brand loyalty.
Tips to Cultivating Authenticity
There are a few organic ways to cultivate authenticity as a salient brand attribute. Here are a few suggestions:
As a personal or business brand, storytelling is a great way to engage in authenticity as this is how we communicate about ourselves in a way that comes across as natural—our stories indicate our values, convictions, strengths, and goals. However, it is important to note that authenticity, is not about airing all your dirty laundry in public—discretion, wisdom, and context are the guardrails that prevent you from moving away from authenticity to being seen as unprofessional and having no filter!
Show, Don’t Tell. Every good writer knows this foundational truth and it’s true for brands—connecting with your clients/stakeholders happens when you demonstrate how you will deliver on your brand promise versus just putting it on your brand positioning statement. Ultimately, if you never deliver on your brand promises, you will never earn your customer’s trust and respect.
Do you. The simplest way to showcase your authenticity is to go back to the basics of your brand story:
· Who are you as a brand?
· What drives your business/career?
· What’s your purpose?
· What are your values?
Getting clarity around these ideas helps you to more authentically communicate your brand identity and messaging.
Become a trusted expert in your field. This is true for career personal brands and business brands. Your unique brilliance is encapsulated in your knowledge, wisdom, and experiences in your field of expertise. Leverage these in your communications on social media, in your blog, or on your website. When you are generous with sharing your expertise in these forums, your target audience will notice, which builds your esteem in their eyes.
Stand Out Authentic Brand: Michelle Obama
When I think about an influential, well-known authentic brand, I think of Michelle Obama. Her personable, smart, relatable, accessible personality shines through everything she does, says, or shows to the world, whether as FLOTUS or as an author and podcast host. Her authenticity is one of her most prominent leadership brand attributes.
Michelle Obama came onto the scene as a smart, confident, strong black woman who used her various platforms with prowess and grace that is undeniable. She could so easily have been ostracized, criticized, and maligned, but with every challenge, she rose even higher in the public’s estimation because she remained genuine and true to herself and her values throughout.
Few women have had to navigate the variety of spaces and contexts Mrs. Obama has but she has mastered the art of being relevant, relatable, and down-to-earth, regardless of whether she was rallying crowds on the campaign trail, singing along with James Corden’s carpool karaoke, planting gardens and engaging with families at the Obama’s Annual WhiteHouse Easter Monday event, or promoting her memoir, "Becoming," on one of the many national mega venue events.
Just recently, in her interview with poet-laureate, Amanda Gorman, for Time Magazine, Michelle Obama shared that she struggles with imposter syndrome. In her interview, she shares, “No matter how many speaking engagements I do, big audiences always trigger a little bit of impostor syndrome in me.” This revelation would have been surprising if it came from another leader but it is trademark Michelle—her vulnerability, transparency, and integrity, highlighted in that admission—embody the three pillars of authenticity. Mrs. Obama has a lot of strengths, but I believe her authenticity is her superpower.
Natalie Jobity, MPhil, MBA, ACC, founder of The Unveiled Way, is a leadership and career coach, consultant, brand strategist, bestselling author, mentor, speaker, and facilitator who has earned a reputation as "The Brilliance Unveiler." She empowers female leaders to live in the fullness of their purpose and unveil their brilliance by leveraging the power of their strengths, expertise, and distinctiveness, so they make transformative impact in their sphere of influence.
Visit Natalie’s website to learn more about how she partners with leaders with her signature “Unveil Your Brilliance” program and her "Brand Your Biz Like a Boss" consulting service. While you’re there, join her Unveiled community and pick up your complimentary copy of her "Empowered to Lead: Seven Strategies to Help You Become a More Impactful Leader" guide.