Brand Matters: Are You the Real Deal?
All of these companies have one thing in common: They are true to themselves. They beat their own drums. And, most importantly, their customers thank them for it.
Steven Covey, best known as the author of “Seven Habits of Highly Effective People,” writes:
The more authentic you become, the more genuine in your expression, the more people can relate to your expression and the safer it makes them feel to express themselves. That expression in turn feeds back on the other person’s spirit, and genuine creative empathy takes place, producing new insights and learnings.
I believe the same is true of brands. Authentic brands are infectious. They draw people in. Authentic brands stand out. Authentic brands feed people’s spirits. They give customers what they crave today: realness.
So I ask you again, just how real is your brand?
Andrea Syverson is president of IER Partners, a strategic branding and merchandising consultancy based in Colorado. She may be reached at (719) 495-2354 or asyverson@ ierpartners.com.