16. Authenticity is NOT a buzzword

Authenticity is NOT a buzzword

Ever heard the saying ‘Marketers ruin everything?” EVERY Tom, Dick, and Harry (sorry to all of the Tom, Dick, and Harry’s out there – no offense to you) however just making my point that every sadly unscrupulous marketer under the sun – jumps on the bandwagon overusing something so much – that it can become tarnished. 

An example where that happened recently was a technology platform I invested in, it was still in Beta with a promise to be an incredible solution. However, unbeknownst to the developers, there were a handful of people who had been using the email system to send out so many unsolicited emails the developers had to shut the entire email system down for months and months while they sorted out the issue of being black listed. It was terrible and a great example of how marketers – especially the unscrupulous marketers ruin everything. 

Another example is when certain words and phrases are used. Personally, I despise the word ‘hack’ and ‘Hack this and hack that’ I would hear that word over and over on my podcast – years ago to the point I’d cringe every time I heard it. 

Now one word that has been used and (in some instances) overused and abused is the word ‘authenticity,’ marketers talk about authenticity when they were anything but authentic in their approach and with their marketing. 

For me the word ‘authentic’ is integral. My leading Brand Archetype is Explorer and the Explorer is all about pioneering the discovery of our truth. So, words such as unique, individual, and authentic are words that express what I stand for, and what I help people with – helping them identify what’s unique and authentic for them and helping them bring that out into their marketing and content. 

So, for me Authenticity when it comes to your personal Brand (and my background in personal branding) is integral. This is why one of my core personal branding principles is Authenticity is NOT a buzzword – it's paramount. 

Because the opposite of authenticity is fake, which is why I cringe when I hear other marketers tell their clients – just make up a story. Just fake it. Yuk! You’re a change-maker and change-makers don’t fake things, they don’t lie.  Instead, being authentic means being genuine and being REAL. The real deal!  

So, over to you. What do authenticity and being authentic mean to you and what aspects of being authentic will you continue to bring forward in your message? 


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To staying ambitious, Annemarie 


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