Happy April Fool’s Day! If you were the trickster today, you know the satisfaction of pulling off some amazing prank. If you were on the receiving end of the prank however, you know how utterly disappointed you can feel for being deceived. Ironically, this concept can tie into the workplace, both as a prankster and the person being pranked. This blog will take you on a journey of how to not fall into either end of deception and be true to your customers with authentic branding.
What is Authenticity?
The term authenticity has gained traction recently, especially in marketing and social media management. Being authentic is defined as “of undisputed origin; genuine.” Increased chaos and deception in the digital world, has created a need for real, genuine, content that people can trust. Authenticity goes beyond just social media though. Authentic branding is a way of living, being true to who you are, and how you go about your work and personal life.
- Authenticity in the Workplace: Workplace authenticity can refer a multitude of things. As a professional in your career, this can refer to how you present yourself on your resume versus your interview versus your real everyday life. Do they all align perfectly or are you bluffing up your credentials? As a business, authentic brand building means staying true to your brand, your marketing tactics, your finances, and overall ethically aligning every business move. At Fix & Form, we believe that when businesses lead with authenticity, they build stronger, more meaningful connections with their clients, partners, and employees. This does not just refer to advertising or public relations — it’s reflected in every interaction, decision, and initiative.
- Authenticity in Your Personal Life: Authenticity in your personal life is equally if not more important than in your professional. You cannot be an authentic professional if you are not first an authentic person. Find your values, what you believe in and what is important to you. Then, root yourself in that no matter what. Not being afraid to stand true to what you believe is the core of achieving authenticity. In your everyday, check yourself. Are your words aligning with your actions, values, and beliefs?
Why Authenticity Matters
Authenticity is something that everyone wants, but is hard to come by. The increasing desire for authentic branding from businesses and in personal relationships makes the importance of understanding what it means to “be real” even more critical. Take it from our “The Truth Behind Transparency in Business” blog, where we unveil how transparency, just like authenticity, can transform your career and life.
- Generational Shifts: Younger generations want to “feel understood, not marketing to.” While older generations appreciate authenticity, they have not been as vocal as the “Gen Z” generation who is known for their desire of real. Colorado State University #CSUSocial has taken grand steps to ensure genuine content is being created, showcasing students’ work and lifestyles with the ultimate goal to connect with students. However, it is not just universities who are picking up on the pressure of having authentic branding. Multiple businesses, such as Patagonia, have made it their ultimate goal to create authentic branding, committing to following through and matching their words with actions as described previously.
- It is not a Trend, it is a Lifestyle: While authenticity has gained traction and businesses have shifted their marketing tactics to approach this goal, a new fear has developed– the authenticity of the “authenticity.” For example, in sustainability, the term “green washing” has come about as businesses claiming sustainable practices are not actually obtaining these goals and are just claiming them for the sake of gaining business. This new challenge has made it even more important for businesses and professionals to make authentic branding a lifestyle, not just a trend. If you are an authentic person, someone who strives to do what is right, stand up for your values, and staying true to who you are as a person, authenticity in the workplace will follow. The key to authenticity is that you should not even have to think about it!! It will natural be apart of your everyday, a no brainer in life, and a no brainer in your business.
Embracing Your Authentic Brand
Now that you know what authenticity and why is matters, how can you embrace it? As touched on earlier, truly authentic branding should come naturally, be a force of habit in your lifestyle, not just a character you throw on form time to time.
- Authenticity in Action: The number one way to embrace authenticity is to BE YOU! As cliche as that sounds, it is the truth. Take time to evaluate who you are as a person, what you believe in, non-negotiables in your life, and what you are passionate about. When searching for a job, evaluate the company in the interview to the same extent they evaluate you. What do they believe in? Do their values match your own? If the answer is no, chances are you will not be a good fit with the company and achieving true workplace authenticity will be a challenge. The next important thing is to not be complacent in the workplace. Engage in discussion, challenge ideas, and be committed to learn about yourself and your company. Lastly, be consistent in everything you do. The easiest way to spot non authentic branding is one that is all over the place, making the need for social media management crucial.
- Facing Dilemmas: It is guaranteed at some point in your life you will face a crossroad. In practice, brands and businesses often face difficult dilemmas that challenge their ability to stay true to their values. Balancing transparency with professionalism, making ethical decisions that may impact profitability, and navigating public perception are all part of the equation. Further, one of the biggest challenges brands face is deciding how much to share. Customers crave honesty, but oversharing can sometimes backfire. Take public relations for example. Their whole job is combatting when things go wrong and creating brand apologies, which when done right, they build trust, but when handled poorly, they can come off as performative or insincere. Another common dilemma is adapting to trends while maintaining authentic brand building. It’s tempting to jump on every viral moment, but if it doesn’t align with your core values, it can feel forced. The key is to engage with cultural shifts in a way that reinforces your brand’s purpose rather than diluting it.
- Celebrate Authentic Wins: Finally, it’s important to celebrate authenticity in the workplace, especially when it leads to success. Acknowledging and rewarding authenticity, whether it’s through team achievements or individual actions, reinforces the importance of staying true to yourself. These celebrations will not only motivate employees, but also reinforce the positive culture you are building.
Your Road to Authentic Branding
Fully embracing authenticity reminds us that it is not just a buzzword — it’s the key to long-term success and fulfillment. Do not be afraid to take a step back to reevaluate yourself, your brand, and your goals and fill in any gaps that may exist. Want to explore how authenticity can reshape your brand? Let’s Connect.
