From the course: Designing an Authentic Brand
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Does authentic mean original?
From the course: Designing an Authentic Brand
Does authentic mean original?
- When it comes to their brand, some of our clients believe that this means their brand needs to be original. I think it's important to make a distinction here, to make the brand process more manageable and also more realistic. When we talk about authenticity with your brand, we're saying that it means that your brand is real and true. A brand should be unique, but an original brand means that it's the first of its kind. Many companies want to be known as the original brand or think they are the original brand. But the fact of the matter is that they're not. This is an important distinction, because it actually frees you up to be more uniquely you as a brand versus trying to be something you're not just to try to claim originality. Customers care more about a connection and they want to trust that an authentic brand, even one in a crowded market, can deliver on as much, if not more, than the first of its kind brand.…
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