Tuesday, July 20, 2010

The Art of Being Authentic

Being Authentic is one of those magical qualities that can make anything suddenly desirable.  You see it in nearly every brand, product, entertainment venue, media and personality somewhere.  The ones that can hold on to this perception are the ones that usually win in the consumer's images and desires.    

So how do you capture this unique trait in your images with the audience?  It's not an easy one to grasp.  You can't just claim that that your brand or personality is authentic -- you have to earn it.  To earn it you have to remain true to the core images of the brand. You also have to deliver the product at a pretty high standard for enough time to be recognized.  

The key to executing a plan that captures the Authentic image is to build a list of the most important qualities and traits that are the core or foundation for the brand.  Once you have those don't compromise them. Also build your imaging around those qualities, but be careful not to over claim or over-hype.  

Much like leadership or humor being Authentic is something you earn.   You can't buy it, inherent it or just claim it.  But, once you have it you often have a quality that goes beyond the superficial and that's where the magical power comes in.  

As you set your values in Music, Imaging, Promotions, and the Personalities that make up your station and brand take a long look at the core qualities -- they are your key to achieving Authenticity.  

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