It scared the hell out of me to walk up on that stage. I had been in the makeshift green room of this hotel waiting for my turn to give my 50 minute talk to a room full of 100+ women. Hands wringing, palms sweating, and I’m dancing like a mad-woman to a funk-groove String Cheese tune to work off the intense nerves I had welling up inside of me.  

It was only 3 days before that I was sitting on my office floor furiously crying (yes you can be both) and lamenting,  

“Why oh why did I have to title my talk ‘Authenticity Sells: Creating Connection in a Digital World' !??!” 

Why didn’t I name something like ‘Brand Story Development The Soul Story Way’ ?  Anything but the word ‘authenticity’.  

Why was I so distraught? My first talk, in front of a large audience, with my coach and mentor whom I adored watching? 

It could have also been the fact that I had embedded a YouTube video and an in-house video into my slide presentation, making it as technical as possible - meaning a lot could go wrong and throw me off.  

Yeah, I was having a full on panic attack that day in my office - 3 days before my debut and the launch of Soul Story Creative.  

Well, the talk went GREAT!  People were laughing. They were crying. One person even fell into the aisle! That talk created such a stir inside of me because it required being authentic. I was exhilarated, excited, and couldn't wait to do it again! 

It was no accident that Divine Intelligence gave me the opportunity to finally come out from behind the camera 7 years ago, and step into this next chapter of my own hero’s journey - the journey to authentic expression which I’ve found is where my true freedom lies and from which all abundance comes.  I call it my own hero’s journey.  

"The road can be challenging in reclaiming our authentic expression." -- Lee 

We don’t have it easy, in fact, there is a lot stacked against us. Maybe that’s why I got into this business; to show others how being themselves, truly, in alignment with their pure purpose, will make their life and business go so much easier.  

Authenticity has become a critical component of successful branding in today's world. We don’t have to throw our IRA savings at our business in hopes something will stick.  

No, brands that prioritize transparency, honesty, and understanding for their ideal customer are more likely to gain the trust and loyalty of consumers, and have the foundation to activate their ability to attract to them through resonance, all the clients they need and want. 

THE BENEFITS OF AUTHENTICITY

Authenticity is an essential factor in branding that can greatly benefit a company. In a world where consumers have access to vast amounts of information, and are increasingly skeptical of traditional marketing tactics, authentic branding with quantum marketing becomes a much-desired unconventional, powerful, and natural approach.  

While quantum marketing is still a relatively new concept, it has the potential to transform the way that companies approach marketing and engage with customers using visualization, entanglement, and superposition to co-create the desired results with the quantum field of creation. It all begins with authentic expression when building a brand. 

If you want to know more about how Authentic Branding & Quantum Marketing works, check out The 90 Day Quantum Business School to learn more about how you can use this cutting-edge technology to realize your vision-faster and more efficiently ;-) 

Let’s look at some key benefits authenticity can bring:  

1. Builds trust and loyalty:

Consumers are more likely to trust and feel loyal to a brand that is authentic. When a brand is true to its values and beliefs, it becomes more relatable to customers, and they are more likely to identify with it. This creates a stronger emotional connection between the brand and its customers, which can lead to long-term loyalty. 

2. Differentiates the brand: 

In today's competitive market, standing out from the crowd is crucial. Authenticity can help a brand differentiate itself from its competitors. When a brand is authentic, it has a unique story that sets it apart from others in the same industry. Your power positioning, how you package yourself and the company, can either support or dilute the brands ability to attract new customers and retain existing ones.

3. Increases brand awareness: 

Authenticity can help a brand gain more exposure through word-of-mouth marketing. When customers have a positive experience with an authentic brand, they are more likely to share it with others. Why? Because they are memorable and repeatable. Often brands get so complicated with their formulas, and steps, and all that copy, it’s just too complex to share. Keep it super simple and gain the brand awareness you desire, as well as reach as help you reach new audiences.

4. Boosts employee morale: 

Authenticity is not only important for customers, but also for employees. When a brand is authentic, it creates a sense of purpose and meaning for employees, which can lead to increased job satisfaction and motivation. This, in turn, can lead to better performance and productivity.

5. Enhances brand reputation: 

Authenticity can help a brand build a positive reputation. When a brand is transparent and honest, it is more likely to be viewed as trustworthy and credible. This can lead to increased respect and admiration from customers and stakeholders. 

Create a strong, lasting connection with your customers and stakeholders with Authentic Branding & Quantum Marketing. 

MAJOR CHALLENGES IN COMMUNICATING AUTHENTICALLY 

Authenticity has become a buzzword in the world of branding, as consumers increasingly seek products and services that align with their values and beliefs. However, achieving authenticity in branding is easier said than done, and there are several challenges that companies must overcome to establish an authentic brand story.  

 Let's take a closer look at these challenges: 

1. Building Trust: 

Authenticity is closely tied to trust, and building a brand has everything to do with building trust. This is a long game - trust has to be earned. And throw in a digital world of communicating and this one challenge is at the top of the list.  

Trust is built over time through consistent actions that align with the brand's values and promises. Brands that make false promises or engage in unethical practices risk losing consumer trust, which can be difficult to regain.

2. Balancing Consistency and Adaptability: 

One of the main challenges of creating an authentic brand is finding the right balance between consistency and adaptability. Brands that are too rigid and unchanging risk becoming outdated or irrelevant, while those that constantly change and shift risk losing their brand story message altogether. A brand must remain consistent enough to maintain its core story while also being adaptable enough to evolve and respond to changing market trends and customer needs.

3. Avoiding Greenwashing: 

Just like a bad logo design cannot be improved with color, companies who greenwash their brand story will pay a high price.  

What is ‘greenwashing’? The practice of making misleading or false claims about a product or service's environmental benefits.  

With the rise of environmental consciousness, many companies have adopted eco-friendly messaging and branding. However, people can see this ‘cloak of goodness’ from a mile away. Best is for companies to make sure that their environmental messaging is honest, transparent, and backed by real action.

4. Staying True to the Brand's Values: 

Authenticity requires a deep understanding of your brand story clearly, and your company’s positioning and purpose.  As a brand grows, it can become unwieldy and the brand story can begin to fall apart if not paying attention and planning the growth strategically as you expand your offerings and enter new markets. Otherwise it’s easy to alienate your core customers in favor of appealing to a wider audience. 

5. Managing Reputation: 

A brand's reputation is closely tied to its authenticity, and managing that reputation can be a challenge in the age of social media. Negative reviews or comments can spread quickly online, and a single misstep can damage a brand's reputation overnight.  

Best to stay in touch with what others are saying or would say about your brand. Monitor, have periodic calls, and ask good questions to protect your reputation and maintain your authenticity.

STRATEGIES TO ACHIEVE AUTHENTICITY 

Authenticity in branding refers to the degree to which a brand is perceived as genuine, honest, and true to its values and promises. 

In today's competitive marketplace, consumers are increasingly seeking out authentic brands that they can trust and relate to. As a result, it has become crucial for companies to develop strategies for achieving authenticity in their branding.  

Key strategies that help to establish a genuine and authentic brand identity:

1. Define your brand's power positioning: 

A brand's positioning is the number one way to stand out and being authentic is the way to go. Who you are and what you stand for are the drivers for your decisions and actions.  

Getting clear on your power positioning and in full alignment with your brand story will go the farthest in effective marketing - making it quantum. When you take the time to develop your clear and consistent brand story that resonates with your target audience, you have a strong foundation for being found, known, and the desired choice.  

Your brand story should be grounded in reality and reflect the true nature of your business, as well as the needs and aspirations of your ideal customers.

2. Be transparent and honest: 

 Honesty is key to building trust with your customers. Be open and transparent about your business practices, your products, and your policies. Don't try to hide your flaws or weaknesses. Instead, embrace them and use them to build a more authentic and relatable brand.

3. Build a strong brand personality: 

 When you create resonance with your ideal audience, you will build trust and loyalty. 

Your brand message, tone of voice, and your visual identity all create the experience your ideal customer has been seeking.  

By developing a strong and consistent brand personality, you can help to establish a more authentic and relatable brand that resonates with your target audience.

4. Consistency across all touch points: 

To establish a genuine and authentic brand, it is crucial to ensure consistency across all touchpoints. This includes everything from your website and social media channels to your packaging and in-store experience.  

Consistency in messaging, tone, and visual identity can help to reinforce your brand values and build trust with your customers.

5. Listen to customer feedback:  

Your customers' insights will offer you the best source of information about how your brand is perceived in the marketplace. By actively listening to their feedback and responding to their concerns, you can demonstrate that you are committed to building a more authentic and customer-centric brand.

IN CONCLUSION

In conclusion, authenticity is essential in branding, and companies need to focus on building a genuine, relatable, and memorable brand story. By defining your brand values, being transparent and honest, building a strong brand personality, ensuring consistency across all touchpoints, and listening to customer feedback, you can establish a more authentic and trustworthy brand that resonates with your target audience. 

As we move further into 2023, consumers are increasingly looking for brands that they can trust and relate to on a personal level. In order to build strong connections with consumers, brands need to prioritize authenticity in their branding efforts. Here are some key reasons why brands should make authenticity a top priority, along with some actionable tips for how to do so. 

First and foremost, authenticity is essential for building trust with consumers. 

In a world where so many brands make false promises and engage in deceptive practices, consumers are becoming increasingly savvy at detecting inauthenticity. 

They want to feel confident that the brands they buy from are genuine and honest, and they are more likely to reward those that are. 

Secondly, authenticity is important for building emotional connections with consumers. When brands are able to convey a sense of personality and genuine connection with their customers, they are more likely to build strong, long-lasting relationships. This can lead to greater customer loyalty and advocacy, as well as increased word-of-mouth marketing.

Get busy! Prioritize authenticity in you branding and take action: 

1.  Be transparent: Be open and honest about your brand's values, mission, and practices. Don't be afraid to admit mistakes or shortcomings - consumers will appreciate your candor and honesty.

2. Stay true to your brand's personality: Your brand should have a clear and consistent personality that comes through in all of your marketing and communications. Make sure that this personality is genuine and reflects your brand's values. 

3. Engage with your customers: Interact with your customers on social media and other channels. Listen to their feedback, answer their questions, and take their opinions into account. 

4. Use authentic visuals: Use real images and videos of people and products in your marketing materials.  

By prioritizing authenticity in your branding efforts, you can build stronger connections with consumers and create a brand that they will love and trust.  

Stand out with authentic expression! 

Make 2023 the year that you put authenticity at the top of your priority list.  If you are ready to get started, consider going through my FREE self-paced mini-course, Clear Powerful Brand.