The Idea Factory: We Love Great Ideas!

1. Deliver A Kick Ass Product 2. Be Honest

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What comes to mind when people think of you or your company?  Whatever the perception is - that's your brand. 

Do your customers just buy from you or do they brag about you to friends?  The sum of the experience a customer receives and the perception of your company equals your brand.

In the era of social media it is virtually impossible for companies not to be transparent.  If you say you are the fastest, cheapest, most efficient, most creative or simply the best then you better be or the public will expose you as a fraud.  This is GREAT for authentic companies who truly are innovative leaders in their market because it means exposing those who claim to be on their level, when in reality they are nowhere close.

Let’s say for example you have a plumbing business that markets itself as professional, clean, reliable and affordable.  Up to this point you’ve been in the fortunate position of being able to outspend your competition and stay in front of the local market, presenting yourself as the leader.   If you or your crew shows up without a uniform look, smoking and a few minutes late then you’re in trouble.

Years ago you may have frustrated one customer who would, on average, tell 10 friends.  Today you can multiply that by 1000 along with photos, blogs, tweets, facebook and text messaging.  The real market leader may have been unable to compete because of a lack of cash, but now all it takes is a few key evangelists to praise their work and the entire market wakes up to the realization the best company, the authentic leader, has been hiding in plain site!  The game has changed.  Authenticity is king.

In a great article written by Jamie Monberg on the Fastcompany site he lays out a great argument stating “authenticity is king because branding bores everyone”.  In his article he states “you no longer need to capture your audience” because people are now willfully engaging online.

My favorite part of the piece is one I am kicking myself for not coming up with.  Jamie lays out “the new conditions for brand success” as simply:

1. Deliver a kick-ass product.
2. Be honest.

I don’t think it can be stated in a more authentic fashion.