Lasting stories are authentic stories

There are few words in marketing circles today that are tossed around with as much fervor as ‘brand.’

Don't get me wrong - I am a huge fan. I understand the possibility and power in brand momentum, and see the potential risks when a brand is eroded.

One trap businesses fall into is thinking that a brand can be manufactured and built, regardless of the quality of its products or services. In other words, they feel a brand can be ‘spun’ into something special.

There is an old saying that goes something like this: “Advertising speeds the demise of a poor product or service.” In other words, if you spin a story that lacks substance, your customers will see through it right away. At that point, you will have suffered immense brand erosion and will have to work to rebuild yourself.

So, what’s the solution?

Brands need to be more authentic and real.

Customers today want to hear real stories that they can relate to - not spin.

It’s time to get real.

When something is authentic, it is genuine, supported by evidence of some kind, trustworthy and may even earn support and following.

Today, authentic brands are the ones you can almost anticipate how they might handle a service challenge or customer experience.

Last week I found myself in a Chick-fil-a with a friend. On the way back to the office, he remarked about how cheerful all the employees were. “How do they make that happen?” he asked. “The experience is that way in every store.”

My answer to the question had three parts. 

First, I noted that service was made a priority very early in the company’s history. I am sure those stories are still told to employees to this day.

Next, I said that training on the value of good customer experience has to be central to how their employees are onboarded and reviewed.

Finally, my guess is that team members see the fruits of their efforts in the way customers treat them. It all comes around.

What does it take to be real and authentic? Behave in a way that is true to who you are as an organization and honors the needs of the customers you serve.

What my friend did not realize when we were talking about our lunch was that he was sharing an authentic positive brand experience - and he will continue to do so, I am sure.

Who is sharing yours?

- Mike

As president of OSD, Mike Peck leads branding and marketing strategy for a wide range of clients, from small businesses to Fortune 100 firms. He enjoys hiking and serving on organizations and boards, including the Greater Lawrence Chamber of Commerce.