How to create brand authenticity

The Authentic Brand is a book that I read this week, it talks with entrepreneurs like Ben & Jerry about how they created their global brands. It made me think about what makes a brand authentic, are we looking at it too internally when the truth has both an internal and external angle?

Business define their values and then try in each interaction with their products or services to live those values. Do this and we believe they are authentic. This makes sense however I also thought this is only half of the equation.

Truly authentic brands are also authentic as customers. They have their customers at the forefront of their mind because they are consumers of their own brand. Think of David Neeleman flying Jet Blue, think of Ben & Jerry eating their ice cream.

Maybe truly authentic brands don't just live the values internally live them externally as a customer. They understand the values of their customers because they are customers of their own brand. Their authenticity comes from not being just a supplier who lives by their values but as a passionate customer themselves. They are both authentic employees and authentic customers.....they live the values in both worlds.

Listen out to The Engaging Brand podcast which will come out in about a week, as I will explore this idea when interviewing Christopher Rosica who wrote the book!