Why You Should Stop Overusing Brand Words Like “Authentic”
Have you ever taken a course on branding or researched how to brand your business? If not, you luckily missed out on lengthy exercises and commentary on how to select the best words to describe your brand. Branding is undeniably important for any business, yet as we continue to see in society words matter — how you use them must be deliberate.
Over the past several years, the term authentic has become a highly popular catchphrase used to define one’s brand. At VVITCH, we can understand why! Every business wants to appear authentic in how they market their business services or products. However, it is time to unpack the catchphrase and whether its use serves the purpose you intend.
Not to be that blog post, but...authentic is defined by Merriam-Webster as being real or genuine, true and accurate, or something that is made to be or look just like an original. When most businesses say that their brand is authentic they usually mean that their business does not put up a front for their customers and that they act in a way that is true to who humans are, behind the business. Yet, we all have to be honest and recognize that being “true to who you are” as a person or a brand should be a given.
More and more, audiences demand authenticity as a prerequisite for brand loyalty. People want to trust the brands they do business with — whether buying from or working with them. Honesty is the most effective way to establish trust. Why do we tend to complicate this fact? Because being vulnerable is a prerequisite to being authentic — vulnerability is very hard to embrace as a person, which makes it even more intimidating for a brand to do.
And so, when customers hear you say that your brand is authentic, their next questions are likely, “What are the qualities this brand is being true to?” and “How does that relate to who I am?” By knowing this internal dialogue is happening for your customers, your business needs to dig deeper when identifying the spirit of your brand. The exploration you begin will help your business uncover your real brand essence — that which naturally connects with your customer audience.
To help you begin exploring, we have a simple and short exercise for you to try. Perhaps it will allow you to feel less stuck behind the catchphrase authentic as you find better-aligned words to use when presenting your brand.
Go Beyond a Definition, Think Deeper
First step in the exercise, spend some time thinking about what being an authentic brand means to you. You could consider how you personally connect with brands that you find embody realness and truth, then apply that feeling to ways your brand could evoke a similar feeling with your unique customer base.
Determine How You Can Evoke Feelings
Second step, knowing what feelings you want to evoke requires you to determine how to exhibit the traits and principles that cause them. Ask yourself, “How do I manifest these traits into my business?” and as the answer(s) comes to mind, write it out.
Apply What Surfaces
Third step, as you read back through your notes you will probably be able to identify more specific words that best describe what authenticity truly looks like in your business, for your brand. Voila — turning inward can yield beautiful results!
How does this show itself in real life? Well, for example, an authentic photographer might consider themself as such because they are candid with their clients and make them feel like a friend. Or, this might show up in their photography business in ways such as spending extra time getting to know their client and putting forth extra attention to make them comfortable on set. Better brand words for them might be personable, considerate, or empathetic! Any of these words represents more clearly what makes the photographer unique than authentic ever will.
Ultimately, your brand is yours. Make sure it represents who you are, what you value, and how you want others to receive it.
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Meet the Authors
Carly Teigeler, Brand, Graphic, and Web Designer
Carly has been working in branding & web design for five years. After spending several years studying both architectural design and dance, Carly took her critical design eye, passion for choreographing experiences, and ability to learn quickly on her feet, and dove headfirst into the world of marketing strategy for small businesses.
Kate Schaefer, Brand and Marketing Specialist
Kate has worked in digital marketing and publishing for seven years. In 2013, she identified a hole in the wedding market and started H&H Weddings, a wedding resource specifically for the LGBTQ+ community. Kate believes every business should thrive and is dedicated to helping marginalized folks even the financial playing field because capitalism is a bitch.
Brittinee Phillips, Copywriter
Brittinee has worked in marketing for a little over ten years. She has a passion and talent for storytelling. Brittinee's philosophy is that storytelling is the most integral part of the consumer and product experience, which is why she makes it a focal point in her approach to product and brand messaging.
