GoKawiilIntentionally design your brand with this blueprint. The word authenticity has become so ubiquitous in recent years, it could almost be ignored. And yet, authenticity is what makes identity matter. This is as true for cultures and companies as it is for individuals.
The 4 building blocks of brand authenticity
Why This Matters
This is a short branding opinion piece arguing that authenticity, despite being an overused buzzword, is what gives an identity meaning — for individuals, cultures, and companies alike. For tech firms and marketers, it's a reminder that brand identity is something to be intentionally designed rather than assumed, especially as consumers grow skeptical of hollow messaging.
Key Takeaways
- "Authenticity" has become a ubiquitous buzzword, to the point of being easy to dismiss.
- The author argues authenticity is nonetheless what makes an identity matter.
- The piece frames brand-building as an intentional design exercise, applicable to companies, cultures, and individuals.
Worth a Look
Marty Neumeier "The Brand Gap — If you're thinking about how to intentionally design an authentic brand, Marty Neumeier's The Brand Gap is a classic short read that bridges business strategy and design. It's packed with clear frameworks you can apply to your own brand blueprint right away.
See Marty Neumeier "The Brand Gap on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Get alerts for these topics