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A lot of marketing folks spend a great deal of time worrying if they’ve got the right look. For many this means mastering the look that is considered acceptable in their industry (AKA - like everyone else.) For others, this might unfold as a quest to look cool, trendy or expensive.
In the end, the right look is simply a matter of discovering the most authentic look, and for that matter, feel, words and experience, for you. Regardless of how it might be perceived by some. If authentic is conservative, embrace it, if authentic is wild and edgy, go for it, if authentic is cheesy, go full on cheddar.
There are few things more painful to witness than someone trying to be something they are not. On the other hand, there is something very approachable about someone just being who and what they are - even if we don’t happen to view ourselves that way.
Most small businesses are people businesses and people being authentically passionate about their brand, their approach, their products and their selves is attractive.
Stop worrying about what everyone else in your industry is doing and dig down and discover what feels authentic to you about your business and get very, very passionate about that. Do that and the right people will find you.
So, what feels authentic to you?
Comments
This entry was posted on Thursday, October 25th, 2007 at Oct 25, 07 | 2:40 pm and is filed under Success, Vision. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
Haha, so true.
I’ve spent ten years as a consultant trying to help companies create their web presence. Surprisingly, the toughest part for most founders and leaders was to follow their gut.
I decided to drink my own Koolaid and start a business based on Authenticity. In some ways it can be the tougher route to get started, but it makes waking up in the morning more enjoyable! Longer term it will sustain the business.
Nice thoughts John.
[...] Coolness Is Optional, Authenticity Is Not [...]
You couldn’t be more right John! For me, I was always worried that my tagline, etc. would ‘get me in trouble’ with some people but I quickly realized that it’s part of who I am (I have a sense of humor) and that I would attract those who also thought it was funny. Being authentic and true to who you are brings out the best and isn’t that what we should all be striving toward in our businesses?
Sincerely,
Erin Blaskie
Business Services, ETC
http://www.bsetc.ca
For those of us who are authentically cool, there’s really nothing to worry about.
(Couldn’t resist.)
Authenticity is a necessary but certainly not a sufficient condition.
p.s. I enjoy your blog!
In my field (Churches and Nonprofits) authenticity is vital. Both of these industries rely heavily on the good will of those who support them. If the image they are casting is not in line with who they really are ,they will feel the impact almost immediately.
I wonder if the look really matters, as it is what’s behind the facade that counts. Authenticity is something many of the social media evangelists discuss, I wonder if it would be valuable to take a moment and review some of the big brands out there and think about how authentic they really are?
Authenticity Rules…
You can feel it in the copy they write, you can feel it in the way they put forward opinions, the tone of their advice, their willingness to be be challenged and change.
Authenticity is a true sign of maturity and real experience.
being yourself, making your writing and everything else you do online reflect you and your unique personality.
I am so in love with your blog! You have relevant, interesting, and newsworthy information - every time! I’ve used a lot of your suggestions, clicked on many links, and just generally enjoy myself whenever I check out Duct Tape Marketing. Thank you!!!
Hey thanks Rita,
Look for some pretty exciting changes in the next couple weeks - I’m adding a social networking aspect to Duct Tape Marketing so you can enjoy yourself and hang out with other folks that enjoy DTM.
Hi,
My name is Becky Sail and I am a junior at Ithaca College majoring in Integrated Marketing Communications. For a class called audience research one of our semester long assignments is to create our own blog - mine is about coupons, sweepstakes and promotions. When researching simliar blogs I came across yours and found it very interesting! I will defintely visit your blog frequently and spread the word about it. My professor found your blog very interesting. Check out my blog at http://beckyscommunicationblog.blogspot.com/ Thanks!
I am a big advocate of being authentic online and off…
I think what you are saying so important, and thank you!!
Ashley
Like attracts like. Therefore if you are honest about who you are (whether you’re a brand or a person) you will attract people who appreciate you for who you are. So stick with a look, a feel, the words that most jibe with who you are.
Do you think it’s harder or easier for an outside consultant (marketer, copywriter, designer, etc.) to stay true to that authenticity?
To answer your question, it has to be sense of humour for me. But that’s been difficult to weave into my branding and public persona. Thanks for your post, it is helping me become more comfortable with just being lighthearted and wry and going for it!
[...] Coolness is optional, authenticity is not | Duct Tape Marketing Blog Posted in BFD | [...]
[...] Your generosity won’t inspire anyone and your customers will see right through it (authenticity speaks volumes!). Give to give. Give to participate more responsibly in your local community and the world. Doing [...]