Part 2- The Taxonomy of Authenticity

Authenticity.This word is used so frequently that it is often overlooked. It is  served up and tossed together with standard marketing fare so much that it looks like a side salad, rather than the meat of the main course. It is on the verge of falling into the bin of overused marketing words–right alongside strategize, incentivize, and monetize. Anything in that overused bin means that when we hear it, we zone out. It is suspect at best, and at worst, meaningless.

When we are talking about authenticity in our day to day conversations, we are often referring to food, or culture, or valuable works of art. Sometimes, we are referring to the qualities of a good friend. But what does the word mean when we talk about authenticity in business? And what does the word mean in a world where much of marketing is suspect? While we all might end up with different definitions, we all know one thing: the bloom of authenticity is of inestimable value and exquisite beauty.

Because of this intrinsic value, it is worth taking a closer look at the definition.

Looking back through time, we can see that the meaning of authenticity and the rhetoric surrounding this word has changed. In the romantic and modernist time periods, authentic meant sticking to tradition. It meant a product handcrafted by an original artist, having the quality of agelessness. Authentic meant unchanging with an emphasis on the past. It meant using the same production processes that have been handed down from generation to generation–and the methods in themselves were the source and proof of the authenticity. The authentic product was perfect from day one, eliminating the need for iterations of improvement. The more the product stayed the same, the more authentic it would be.

You can see how this definition is problematic today. Even if a business uses traditional methods, it is difficult for brands to sustain this kind of authenticity, let alone find new markets for their product. However, this list of the oldest companies in the US proves that Authentic brands in the traditional sense are still in existence.

Fast forward to today’s Post-Modern mindset. Most Startups cannot make the same claims of yesterday’s authenticity. They have no 400-year-old heritage, so they are authentically what? Today’s authenticity is more about experience than objectivity. Customers care more about how a product makes them feel, than whether it is made according to tradition. They care more about how a product might help to solve their problems than whether the company can provide objective facts about it. They care more about what a product does than even what it is. Authenticity today is continually evolving products and inventing new answers to new problems to help the customer make sense of their world. If your business can consistently offer up an experience, your brand will remain the answer. Authenticity today, then, means that you do what you say you will do to provide a consistent brand experience, each and every day.

You can see how this new definition is also problematic. The contemporary definition lacks proof and is susceptible to its exact opposite: inauthenticity. Inauthenticity is the chief reason consumers become disappointed in brands. The lack of authenticity will not keep a business from launching, but it will result in a failure to bloom. When brands fail to live up to their bloom, the customer drops their wilted bouquet and walks away. The competition is right there, all too eager to woo them with a bouquet of their own.

Clearly we need a measure of both kinds of authenticity.

How can your business bring the real deal to the world and become the brand your client cannot live without? Decide what kind of a bloom you want to be, and stay true to your Bloom. Say what you will do, and then do what you say. It is the fastest path to trust.

Whether you lean toward the old or the new definition in your business, authenticity is the essential foundation of every successful marketing campaign. Though the definition has morphed through the years, Authenticity will always be what it has always been. And it has always been about truth.

Truth is the most powerful marketing strategy you can employ.  The best thing about this strategy is there is nothing complicated about it! Plus the ROI is fantastic. The more you use it, the more customers you will have. Wah-lah. Amazing, isn’t it?

Do not allow your business to become just another fake flower. Use Authenticity daily and build a blooming business!