Building an Authentic Brand That Lasts

The Playbook With David Meltzer

David Meltzer, Entrepreneur.com

Entrepreneurship, Business, Careers

4.6 • 1.9K Ratings

🗓️ 16 November 2022

⏱️ 11 minutes

🔗️ Recording | iTunes | RSS

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Summary

William Shakespeare was a genius in many ways, but there are two ideas of his which are crucial to building any brand. The first, which comes from the play As You Like It, is something that has become even more important over time: “All the world's a stage”. With the prevalence of platforms like social media, the entire world is truly our stage today, and we must take full advantage of that stage in order to build, grow, and sustain a brand. We can transmit our brand’s frequency anywhere, with countless access points and mediums to connect with others, enabling us to potentially reach billions with our message. Using what I call the Stage Theory allows us to turn moments into content that elevates our brand and spreads awareness for the value it brings others. The other piece of the Bard’s advice comes from the character Polonius in Hamlet: “This above all: to thine own self be true...”. Authenticity is a vital component of branding today, because the truth is what vibrates the fastest. Authentic truth is what connects us to others, logically and emotionally. The more truthful and authentic your brand’s message is, as well as the people sharing it, the better it will resonate with others. We don’t just want people to see or hear about the brand, we want them to feel it. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	Welcome, welcome everyone. I'm here to talk about the authenticity of a brand. So I might
0:09.0	as well start with a very confusing term of authenticity. A lot of people think that
0:15.0	authenticity is part of somebody else's participation in the perception of your product
0:21.5	service or solution. I repeat that a lot of people believe that authenticity is the
0:26.8	participation of other people's perception in your product service or solution, which
0:31.6	could be today your personal brand, but it's still it's not. It comes from a basic idea
0:39.0	of marketing that you cannot worry or think about or pay attention or give intention to
0:45.5	the coincidences that you want about what other people think, what you don't want or what
0:51.7	you don't have. I think it's the biggest mistake in marketing that I've seen over 35
0:55.8	years is that most marketing organizations, marketing agencies are so concerned about
1:01.8	what other people think. And I know that's counterintuitive to most people that think about
1:07.5	marketing in that respect, but it's just not true. Authenticity is derived by the only
1:12.2	authentic thing in the universe. There's only one thing that cannot be duplicated. There's
1:18.6	only one thing that is authentic, and it's you. It's your product solution or service
1:25.3	or you. And so in order to understand two different components of branding your authenticity,
1:32.6	your essence, your energy, your frequency, to allow your product service or solution to
1:39.0	be discoverable and to discover the people that are discovering the discoverability of
1:46.4	your authenticity, you have to understand Shakespeare. And I know a lot of people that
1:51.3	have heard me speak before, has heard me talk about Shakespeare's wisdom from thousands
1:56.0	of years ago by telling us that the whole world now, I don't know how he knew this back
2:00.4	then, because it wasn't true, the whole world is your stage. The whole world is your stage
2:06.4	means that you now have an opportunity to be far more statistically successful with
	...

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