Direct Human Engagement

Authenticity Brand ideal

In psychology, authenticity refers to self-knowledge. Organizations who know who they are and what they stand for start the identity process from a position of strength. They build brands that are sustainable and genuine. Brand expression must be congruent with the organization’s unique mission, target market, culture, values, and personality.

Know thyself. 

As reality is qualified, altered, and commercialized, consumers respond to what is engaging, personal, memorable, and above all, what they perceive as authentic. B. Joseph Pine II Authenticity

Authenticity, for me, is doing what you promise, not “being who you are.” Seth Godin

Example: Bevel Shave System 

We are the only company that is serving the underserved. By focusing on the problem, not the product, we are able to innovate in ways that other people are not. 

Walker & Company’s ambitious goal is to make health and beauty simple for people of color. Bevel, its flagship brand, is disrupting the online shaving club market—its target consumers are still very traumatized by a razor, because they have historically been served tools that are not designed for them. They founded their company to challenge the “ethnic aisle,” where products geared toward ethnic minorities are marketed.

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