“Everyone holds his fortune in his own hands, like a sculptor the raw material he will fashion into a figure. But it’s the same with that type of artistic activity as with all others. We are merely born with the capability to do it. The skill to mold the material into what we want must be learned and attentively cultivated.” - Johann Wolfgang von Goethe
The Power of Authenticity: Lessons from Alexander the Great
When Alexander the Great set out to conquer the Persian Empire, he was confronted with a dilemma that transcended the battlefield.
His army, trained in the Greek way of war, embodied Greek values and customs, but Persia was a vast, culturally diverse empire.
Military victory alone would not cement his reign over these new territories.
Alexander realized that to truly rule Persia, he needed to win the hearts of its people - not as a Greek invader but as a ruler who reflected Persian values.
In a bold and controversial move, Alexander adopted Persian customs.
He donned Persian clothing, participated in their court rituals, and even married Persian women.
To his Macedonian soldiers, this was nothing short of a betrayal - an affront to their Greek identity.
Yet Alexander understood something fundamental about power: to forge lasting loyalty, he had to project authenticity, becoming a mirror for the values and traditions of those he ruled.
This was not mere conquest; it was a strategy of integration.
By aligning himself with Persian culture, Alexander established himself as not just a conqueror but as a legitimate ruler. His new subjects saw in him a leader who respected and understood their way of life, and in return, they granted him their loyalty.
This is the essence of authenticity: to reflect the values of your audience and build a deeper, more meaningful connection.
But this strategy carried great risk.
Alexander’s Macedonian soldiers began to feel disconnected from their leader, sensing a dissonance between the Greek values they had fought for and the Persian identity he now embraced.
This delicate balance mirrors the challenges brands face when trying to maintain authenticity.
As brands grow and expand, they must appeal to new audiences without alienating their core base. Authenticity must be carefully curated, or it can fracture the very foundation upon which loyalty is built.
Why Authentic Brands Win
Within every human being, there is an inner force - a magnetic pull guiding us toward our true nature.
In childhood, this force was strong, drawing us to activities that sparked our curiosity and passion. But as we age, the pressures of society, family expectations, and daily anxieties dull this force, creating a disconnect between who we are and who we pretend to be.
This dissonance leads to burnout and a loss of motivation, as we struggle to reclaim the essence of our true selves.
The subconscious mind recognizes this disconnect.
It is no coincidence that so many of us are drawn to authenticity, whether in people or in the brands we engage with.
We long to reconnect with our unique identity, and in this search, we are drawn to those who project an authentic self - those who seem to live in alignment with their inner force.
Brands can harness this universal desire for authenticity by projecting their true essence. Just as a sculptor carves away excess to reveal the form within, brands must distill their values, history, and purpose into a clear, authentic message that resonates with consumers.
Authenticity in branding is not merely about transparency or ethical practices; it’s about aligning every action with the brand’s core mission and values.
Customers, too, wrestle with the dissonance between who they are and who they want to be.
They live in a constant battle with inauthenticity, and can therefore sense inauthenticity from afar.
Brands that convey a consistent, resonant mission - one that aligns with the values of their audience - forge deeper connections.
These brands provide a sense of alignment, as if both the customer and the company are pursuing a shared purpose.
However, this authenticity must be carefully maintained.
If a brand’s actions deviate from its values, it risks triggering the same dissonance in its consumers that they are trying to avoid.
When customers perceive inauthenticity, they feel betrayed, and the backlash can be swift and unforgiving.
How to Project Authenticity in Branding
To cultivate an authentic brand, there are several key principles to follow:
- Define and Understand the Brand’s Core Identity: Just as individuals must understand their inner motivations, brands need to clearly define their mission, vision, values, and market position. This understanding must permeate the organization, ensuring that every employee is aligned with the brand’s core message.
- Communicate with Genuine Intent: Authenticity must be reflected in every form of communication - whether in marketing materials, customer interactions, or responses to global events. Every team member represents the brand and must wear its mask consistently to maintain its integrity.
- Consistency Across All Touchpoints: Authenticity thrives on consistency. From advertising to customer service, every interaction should reinforce the brand’s values. Regular audits and internal cultural reinforcement can ensure alignment across all levels.
- Embrace Vulnerability: Acknowledging flaws and addressing challenges openly fosters trust. Authenticity grows stronger when brands are transparent about their mistakes and take responsibility for correcting them.
- Cultivate Relatability: Brands that connect with the real human experience - failure, aging, the quest for meaning - forge deeper emotional bonds. Relatable narratives allow customers to see themselves in the brand.
- Leverage Storytelling: Authentic stories resonate with consumers on an emotional level. A brand’s history, values, and purpose should be communicated through narratives that inspire and connect, rather than simply sell.
The Twist: Why Authentic Team Members Can Lead to Brand Inconsistency
While authenticity is essential in branding, there is a paradox at play within organizations.
A brand’s authenticity requires that team members align their personal actions with the brand’s mission and values, not their own.
In the workplace, "being unapologetically yourself" can lead to inconsistency, which can fracture a brand’s identity.
Ideally, team members should embrace the mantra “Be Unapologetically The Brand.”
While this may seem extreme, it enhances the brand’s authenticity across all touchpoints.
Employees must embody the brand’s values, acting as its ambassadors. If they prioritize their personal authenticity over the brand’s identity, it creates a jarring dissonance for consumers, undermining trust and coherence.
For example, imagine a brand that prides itself on environmental consciousness, only for it to be revealed that its office doesn’t recycle.
Or consider the damage done if the social media manager for a political campaign deviates from the candidate’s message. Such inconsistencies erode brand loyalty and trust.
To ensure brand authenticity, leadership must foster a unified sense of identity within the organization.
Comprehensive training, clear communication, and role-playing exercises can help team members internalize the brand’s mission and values, ensuring they act in alignment with its core identity.
A Warning for Founders: The Danger of Projecting Personal Authenticity
Founders, in particular, must be cautious.
Early success often stems from projecting their personal identity onto the brand, but as the business grows, this approach can become problematic. The founder’s reality is far removed from that of their customers, and the brand’s evolution must reflect the needs of its audience, not the personal desires of its leader. The more wealth a founder accrues, the more pronounced this divide becomes.
The most astute founders master the art of wearing the brand’s mask, responding to the needs of their customers rather than projecting their own identity.
Authenticity in business is not about the founder’s personal journey; it’s about creating a brand that resonates with the audience’s values and desires.
Authenticity is a powerful tool, but it must be handled with care.
Just as Alexander the Great balanced the need to reflect Persian values without alienating his Greek followers, brands must navigate the delicate line between projecting authenticity and maintaining consistency.
The brands that succeed are those that remain true to their core, while evolving in response to the needs of their audience.
