authentic?

I was recently chatting with someone regarding a new environmentally friendly product concept. I was appalled to be asked whether that would be a *real* environmentally friendly product, or simply one that appeared to be.

Once I got over the shock to my of-course-holier-than-thou ethical ego and responded in appropriately neutral tones, I thought about it more from a brand / business point of view.

My conclusion – if you lie or twist the truth about your products to your customers – it’s just dumb business.

In a day when the majority of consumers have internet access, are well educated, are motivated to change their behaviour based on higher level needs such as aligning their actions with their values…if you lie, you will be found out. And if you lie, people will act to expose you.

Dumb business.

Just as importantly – you would be lying to yourself and your employees. The recipe for staff engagement although has many novel ingredients, probably does not include lying.

So, you would be damaging your brand perception, inciting active lobbying against your brand, and dis-empowering staff. And yourself.

Authenticity – It’s good business and more enjoyable!

Potential down-sides:

- you will be help accountable – if you have, or will have an authentic brand – you will need more resource to manage customer comment. You will also expose yourself to legal risk, depending on claims.

The rewards far outweigh the potential pain.

(28 Jan, 2009)