Commentary

Evaluate Your Brand On These 3 Pillars

What does it mean to be authentic? What does it mean to be truthful? What does it mean to be trustworthy?

I came out when I was 21. The memory is still vivid. I was a senior at Syracuse University, zipping down Erie Boulevard when I boldly announced to my friends Reagan and Nate that I was gay. It was terrifying and freeing all at once. They simply said, “We love you and it doesn’t matter.” Talk about a support system. 

The ability to be authentic in one’s personal story is similar to how brands should think about conveying their truths, creating content and leaning into brand heritage as a North Star. How does your story reflect in marketing strategies? Is your foundation an afterthought, or the basis for your decision making?  

Think about Patagonia’s approach which has, to say the least, resonated with consumers. After the 2016 election, the brand recognized the new administration's threat to the environment, and subsequently, their base. Given its history, the brand came up with a buzz-worthy promotion — 100% of Black Friday profits would be donated to grassroots environmental organizations. Its sales jumped from $2.5 million the previous year to $10 million. Even more impressive, 60% of those customers were new buyers, drawn in by the brand’s willingness to respond to a relevant cause. 

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As an out and proud gay man, I’ve learned to trust my gut when it comes to making the right call for clients or the agency. The “true self” I chose to let loose back at Syracuse is the one who knows when to speak out, the risks involved, and the values being sacrificed if you don’t. When you know what it feels like to have to announce your truth, you have a much better filter for what’s real and what’s not. And while creativity and tone are subjective, if clients have reason to respect your POV, you’re golden. 

Consumers want to feel like real people are driving corporate decisions, not boards or executive branches. To be truly impactful, evaluate your brand on the following pillars: 

1. Authenticity Is what you’re saying or doing real, or has the message been filtered through departments and decision makers? Does it sound convenient, or driven by a real understanding of importance and impact?

2. Truthfulness Is what you’re saying or doing honest? Can it be fact-checked and still hold up? What past brand initiatives might contradict it? 

3. Trustworthiness Is what you’re saying or doing relevant to your base? Can they trust you to act, speak up and get involved when it matters? How many times have you stayed silent when you shouldn’t have? 

Use today’s desire for transparency, as a playground for building ideas and elevating the overall impact of your platform. Remember that in 2018, candor is key, fluff is easy to spot and true authenticity is wanted, but hard to come by. Be the brand that makes people think otherwise.

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