There has been a buzz of late about the term “authenticity” as brands and corporations look inward to their history, values and missions in search of their core message DNA. Yet, I believe that this is one of the least understood terms in our industry right now.
Is “authenticity” truth or honesty? Is it originality? Is it capturing the title of being first? It can be all of these things. But where I believe it is critical in our business is that if we can define the authenticity of a brand, corporation or even a not-for-profit, we can then create communications plans that help our clients grow.
Many times a more mature business comes to us and is so focused on their evolution –what they have become or want to be—that the client and even our teams, neglect to spend time on nailing down the authenticity of that company, and building our programs from that starting point, rather than where the client is today.
When we focus on the core and build forward, I believe we extract richer plans that are far more successful for all clients. We really understand through this process how they have developed and grown, and can provide more robust strategies and tactics.