Two Pillars of Brand Authenticity

Updated: Apr 10, 2020

I'm inspired to write this article after Seth Godin's blog He says;

For me, authenticity is not “do what you feel like doing,” because that’s unlikely to be useful. Instead, I define it as, “consistent emotional labor.” We call a brand or a person authentic when they’re consistent, when they act the same way whether or not someone is looking. Someone is authentic when their actions are in alignment with what they promise.

AuthenticBranding has two pillars: Awareness and Empathy

1. SelfAwareness

Knowing self is a life (or lives) long journey. It is an ongoing action of discovering and pealing of layers of mental blocks, emotions, attachments of ego, influences, culture, subconscious beliefs. This journey is similar to a warrior's journey into the sub-conscious with the intention to free the inner sprit. We often get stuck in daily actions, roles and following advise that we forget to quiet down and listen our internal calling. The best practices that enables self knowing are daily silence and journaling. After all the input of the world, the real knowing emerges from within, in a form of inspiration. If we never schedule time to calm the rapids of the mind the inspiration never finds the surface of awareness.

2. Empathy

This is number two because one cannot truly know others unless they're in a journey of knowing themselves. You may not like hearing this. I didn't either years ago. We cannot truly be compassionate if our lens is blurred with layers of judgement. Authentic business is still an act of service, not just an act of self expression. Like Seth is saying it's the consistent act of being in alignment with what we stand for, in spite of how we feel like. Not just brands but as a human-beings we all have responsibility to serve others. True authenticity shines if the person or business cultivate a deeper understanding of others and show up at their best at all times. Our Sensei often reminds us when we're too sick to show up for class by saying "you don't have to feel well to perform well".

Authenticity is a daily act of courage, vulnerability and kindness. It is the path of the free spirit.

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