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Authenticity has to be authentic

You can’t create “authenticity” in the Branding Department. It’s not something marketers can invent. (That would be the opposite of authentic.) Run away screaming if you’re in a meeting to “create authenticity.”

But you can unveil it, demonstrate it, and let people see what makes you real.

Example: There are some stunning BBQ food trucks in Austin. But the Sugar Shack BBQ brings their smoker with them. Seeing and smelling the meat cooking right there makes it real. The cloud of smoke above the truck tells you that something different is going on.

What can you un-hide? What’s in the back room that you can show off to show that you’re the real deal?

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