Designing an Authentic Brand

Discover how you can develop, maintain, and evolve an authentic brand. Learn how a brand that lives its values can create deep connections with its clients and customers.

Introduction

• The power of truth

1. Defining What Is Authentic

• Who are you?
• Find your focus
• Who are your competitors?
• What can you build off of?

2. Understanding Your Audience

• What does authenticity mean to your customers?
• Who needs your brand?
• Do you have the right brand personality?
• Is your brand focused and flexible?

3. How Can You Be Unique?

• Does authentic mean original?
• How can you be imperfect?
• Where can you be good?
• Being the guide in your story

4. Delivering on Your Promise

• Being clear on what you promise
• The need for a road map
• Consistency is a building block
• An authentic brand lives its values

Conclusion: Continue to Evolve

• Authenticity that evolves