Thursday, January 8, 2009
How authentic is the company’s story?
Because the world is different. There's sky-high demand for businesses that say and do genuinely meaningful things…and low-to-no tolerance for those that pay little more than lip service.
Being true to the core, and to clients, customers, stakeholders and others is fundamental to companies’ success. Which makes authenticity a powerful engine, anchor, and beacon.
Inauthentic stories and messages are simply risky business. Pretending to be authentic is just as perilous. People sense what’s sincere; are sick and tired of spin; and have the power to ruin or revitalize even the largest reputation.
How to communicate authentically? It means marketing and selling from a true-blue place, a place of top-to-bottom integrity:
Creating a perception based on an actual -- not a virtual – reality. Audiences should be able to see and feel what makes the company tick, its ethic, outlook, intrinsic qualities.
Showing the genuine value the business is bringing to its marketplace. Qualify and quantify wherever possible the most relevant and competitive benefits.
Being open-handed. Candor is king, and transparency is a prized currency, so companies need to be as up front as possible in every communication.
Speaking to audiences’ vital concerns. Help them see and believe the company is on the exact same page, and pro-actively on top of their big issues.
Not claiming authenticity but proving it; reflecting it. Let it resonate and be revealed through the company’s actions and activities; illuminated by good, real-world examples.
With so much opportunity and risk riding on the faithfulness of your story, make sure you bring all the right thinking and skill to telling it.
strategic content development