How to build an authentic brand

In the finale of our brand series, Life Size Media CEO Alisa Murphy gives us some take home tips on how to use everything that you’ve learnt on your branding journey. You’ve put a lot of effort and time into coming up with your brand attributes, defining your value proposition and identifying your key messages – so let’s not waste it.

If you have stumbled upon this and missed the last 5 episodes; catch up here.

You have to live and breathe your brand

Your brand doesn’t just exist because you ran a brand exercise, wrote down some words you felt good about, patted yourself on the back and then forgot all about it. But 9 times out of 10 that’s what happens. People get excited about this “branding’ thing, they have a meeting, they run a workshop and then they get back to business as usual. Of course you need to get on with running your business but we believe that HOW you run your business has to be true to your brand or people just won’t buy it.

The point is…

It’s irrelevant how you look and how you sound if it’s not true to who you are. We’ve often highlighted the importance of authenticity throughout this video series, and this last episode really brings that point home.

The purpose of these videos is to enable you to build a brand that is authentic to you and your company. That’s why we start from your ‘why‘. It’s relatively easy to build a good-looking, smooth-sounding, polished and professional brand – the real magic that comes from this process is creating a brand that is a living, breathing manifestation of you and your company. It should:

  • Work for you – it should emulate WHY you do what you do and WHY your business exists
  • Connect with your customers – it should appeal to them and their emotions
  • Motivate your team – they should feel confident working behind it and representing it
  • Achieve your goals – use it in your messaging to get your brand/business/product seen by the people you want to see it

How to be authentic

This is the biggest theme of marketing and sales in the current era. CEOs of boring corporations that none of us have ever heard of are spending time doing live videos on social media. There’s a reason for this. Authenticity works. It builds trust and it sells stuff.

Think about it, every yoghurt you buy has a story on the back about a small-scale local farmer with a big dream. Take Yeo Valley, one of the most successful and well established British yoghurt brands.

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Their website and branding message scream ‘rustic farmers sourcing local produce and using quality British milk’. Their visual aesthetic and their messaging appeals to the emotions of consumers who want a quality product that they can rely on and buy time and time again. By showcasing how long they have been farming in a particular region and demonstrating that their family business has been going for generations, they manage to build an image of trustworthiness and tradition. The ideal way to generate customer loyalty.

Your turn…

This is GiffGaff’s recent advertising campaign – we love it and think this is a good example of a brand staying true to it’s identity.

Have a look at their video and see what you think. We challenge you to use what you’ve learnt throughout this series. Here are some things to consider:

  • How does it make you feel?
  • What are they saying?
  • Why do you think they have done it like this?
  • Does it hit the mark for you on brand authenticity?

If you take nothing else from this series, please, do not settle for an off-the-shelf brand. Do not settle for something that looks great but will not deliver in the long term. Believe in yourself that your ‘why’ is important and that people do want to listen. It’s not easy – you will have to work hard to develop a successful and holistic brand. But when you succeed, it will enable you to deliver your long-term commercial goals.

If you want more support on brand authenticity or any other topics that we’ve covered in this series then go to our workshops page to find out more about what we can offer.

This is the sixth and final episode of our video series: How to build a successful brand. We’ve taken our core branding methodology and packaged it up into this 6-step series that will give you everything you need to build your own successful brand. This process has been developed and honed to perfection over the years, helping many cleantech companies achieve their commercial goals. All words of wisdom are from our knowledgeable CEO and brand expert Alisa Murphy. 

Most of the steps we’ll go through will involve practical exercises to take back to your team and work through in order to develop your own brand and communications. But Alisa will also talk you through the theory of what we do and we hope it will help inspire you to make brand and communications a priority; because we believe that they are fundamental to commercial success.

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