The Authentic Brand

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Thank you to all our image contributors. Creating an integrated brand campaign for university recruiting and development. Driving brand engagement by authentic interactions. Brands are about ideas, and chase ideals. In the meantime, learn more about our approach. We could not collect your submission. Please send us an email directly and we will be in touch.

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Authentic Brands

Visit www. Peopledesign has ideas about design and innovation. Authentic Brands Authentic brands are sustainable brands. Authentic Brands. Watch Video: Finding Focus. The Truth Comes Out Many organizations mistakenly undertake a graphic identity overhaul as a quick and easy way to upgrade their brand image.

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Some graphic identities just seem to ring true. A little thing like follow-through goes a long way in developing program materials for an authentic brand. With an authentic brand voice and personality, it strives to live up to its namesake. You may be interested in: Grand Valley State University Creating an integrated brand campaign for university recruiting and development.

See also: Authentic Brand Engagement Driving brand engagement by authentic interactions. Brand Idealism Brands are about ideas, and chase ideals. Would you like to learn more about Peopledesign? Thank you!

How authentic is your brand?

The vision is what you want the company to become. It points the direction for everything you do. In a market that values short-term results, many companies waver in the face of adversity and choose to create a vision that ends up being nothing more than words on a paper.

Without focusing on what you want to become in the distant future, lasting growth and success become hard. What a company wants to become has to be driven by a purpose: something the company stands for that will always motivate all decisions.

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This purpose should be centered on something the company firmly believes about the world: the world should be this way and not that way. It influences all the core values and is the fire that fuels the vision. A true value needs an opposite it stands against: without a possible negative outcome, there is no tension; and, without any tension to be solved, the value has little motivating force. The company vision is how you want to ultimately influence the world with your purpose. The company is the guide that has the secret mojo.

But happiness cannot be pursued; it must ensue. As we see, a human being is not one in pursuit of happiness but rather in search of a reason to become happy, last but not least, through actualizing the potential inherent and dormant in a given situation. But, after a few weeks, these core values often fall short of having the intended effect.

And, after months, they end up becoming little more than a poster on the wall of the office or an occasional email reminder to live the values. A value is a mix of purpose and behavior. Without a strong purpose or continually reinforced behaviors, they will inevitably be ineffective. To create a strong culture, each core value must stem from a purpose people believe, result in specific behaviors that are reinforced on a daily basis, and lead to a vision that inspires them.

These behaviors must point the path from where the company is now to where they want to go. In other words, the behaviors are imbued with purpose.

Brand authenticity - Saga Shoffner - TEDxToledo

They are concrete behaviors and not some abstract ideal. And, these behaviors must start at the top. The vision sets what type of culture can exist. The culture influences progress toward the vision. The culture also influences the customer.

  • The Work of Confluence: Listening and Interpreting in the Psychoanalytic Field (The International Psychoanalytical Association Psychoanalytic Ideas and Applications Series).
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  • When Life Goes Pop! (A novel about love, sex, and friendship).

A dysfunctional culture will be more likely to treat a customer poorly. Gary Vaynerchuk, Crushing It! Too often, companies treat customers as statistics instead of people. For a company to understand its customers, it must understand what motivates them in the context of the tensions in their lives that the brand can solve.

This is often easier for a company starting out than a company that has been in business for a while. The company starting out is more likely to be deeply connected to a purpose that attracts a certain type of customer. Over time, that focus usually becomes diluted. The most effective way to understand the customer, create customer loyalty, and have them take their true place as a vital element of the brand is to:.

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Abraham H. Maslow, Motivation and Personality. Maslow saw human needs existing in hierarchical form : physiological, safety, belonging, esteem, cognitive, aesthetic, and self-actualization. No brand fulfills all of the needs equally. You have to evaluate what needs your company excels at helping your customers fulfill. These should in some way be related to the tensions your purpose drives you to solve. In other words, by solving a tension you help the customer fulfill a related need.

Psychologically…the archetype as an image of instinct is a spiritual goal toward which the whole nature of man strives; it is the sea to which all rivers wend their way, the prize which the hero wrests from the fight with the dragon. The biological needs Maslow describes act like instincts. These human needs express themselves as images in the psyche.

For example: Nike taps into the esteem needs—specifically the need for dominance—and this need manifests itself in the archetype of the warrior.

Welcome to Authentic Brand | Marketing Traction for Growing Businesses

The warrior is a psychological construct that customers identify with and that connects back to their instinctual needs. Determining their archetypes is an area where many businesses fail. They take a cookie-cutter approach: they use a narrow range of archetypes to decide which one represents their business.

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  • La Promo Sciences-Po 86 (Essais - Documents) (French Edition).
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To determine your archetypes, you need to begin by thinking about what category of human experience your brand relates to and what archetypes exist within that category. From there, you can determine which archetypes best represent your brand and the needs you fulfill.

Because a well-told story wraps its telling around emotionally charged values, its meaning becomes marked in our memory. Many companies make the mistake of assuming that their core values and customer values are the same. Core values allow a company to help customers actualize their own values.

Figuring out customer values is key for creating ads and products that resonate with customers.