• by Allison Schroeder , October 4, 2017

You’d think being authentic comes naturally. After all, we’re always being told to just “be ourselves,” from a personal standpoint; why wouldn’t our brand form that organically as well?

While brands may begin as extensions of our personal selves, they quickly grow into their own entities. And the truth is, brands grow and the marketplace changes much more quickly than the average person ever encounters formative life events. 

Business moves fast, with opportunities whizzing by at light speed. That said, it’s okay to know that not every opportunity or offering is a perfect fit for your organization. While I’m fully supportive of exploring every possible growth opportunity, mindfulness is key in order to preserve the brand you’ve worked so hard to build.

So what is all the fuss about? Is authenticity that important?

In a word, yes. Your authenticity means, to some degree, predictability. Your actions, culture and perception make customers comfortable and help build brand loyalty. And in an increasingly competitive marketplace, you can’t skimp on believability and trustworthiness. 

Below are three questions to ask yourself while pursuing opportunities or partnerships to evaluate whether the action helps or hinders your authenticity.

I should also take the time to mention that I fully understand that vertical integration does happen, and makes sense economically. I’m not discounting these types of partnerships. Rather, I’m referring to partnerships and initiatives that help advance the public image of your brand.

1.  Does this partnership create brand confusion?

Does a potential partnership offer something strikingly similar to a competitor’s offering? Does it take the removal of a key aspect of your brand’s signature je ne sais quoi to execute? How much influence does the partner organization have in the execution of this plan/idea?

Sometimes putting your name on a project without much creative control can be a gamble. Evaluate how the process will work and what role you will play in the execution. You’ve worked too hard to dilute your beautiful brand.

2.  Does this new product/service offering fall outside of your direct core competency?

Diversity of product/service offerings is not necessarily a bad thing, so long as both parties understand how you’ll work together to achieve a specific goal. That said, if you, for example, are known for providing a luxury good or service and decide to offer a lower cost, less supported offering, expect potential negative feedback from loyalists who have come to expect greater quality from your business. 

Think about how a new skew or service will integrate into your current strategy and benefit your current customers so you don’t have to do reputation damage control on the back end.

3.  Does this make sense for you and your customers? 

Keeping the best interest of your clients in mind — ask yourself how a new partnership or offering makes their lives or businesses easier. At the same time, does it offer you a unique value proposition or competitive advantage? Are you creating more work for yourself that might not be worthwhile financially? 

Products or services that are easy to understand and would be trusted from your brand are worthwhile value ads. Credit cards and credit monitoring services are an excellent pairing. Credit cards and an online shoe retailer, not so much.

Whatever new path you decide to take to expand your brand, make the experience as smooth and easy-to-use as possible.

Remember, in partnerships, others are trying to sell things with their own ideas, values and opportunities. Dare I say it; not every partnership is a perfect fit with your brand. I’m all in favor of creative initiatives, but never if you’re forced to compromise your brand values. That’s why it’s important to establish checks to make sure you’re on track. There’s no shame in a little course correction if something doesn’t execute as you’d envisioned.

Be the bright, unique brand that you’ve always dreamed … and work hard keep it that way.