For anyone who grew up with the web in the…
Authenticity has got to be one of the words I’m sick of hearing, but here’s my take on it.
When we’re talking someone through how to “be authentic” I don’t mean in it in the bullshit buzzword term of a way about ‘being real’ – I simply mean be ‘true to brand’. It’s not about being nice to everyone! But it is about knowing the voice of the brand: which is why it’s as dangerous to leave editorial in the hands of the CEO as it is to the intern.
If you’re a prestige brand, then be prestigious If you’re not. Then stop pretending to be! This is where marketers fall apart: there is no discipline with tone & style in social media editorial. Let’s look at true prestige or luxury: Lamborghini don’t bother adding “LOL” to the end of their marketing materials, or their Facebook page. They know to be consistent.
Designers know how to use this discipline to be creative, do the same.
If you really are a fun, light-hearted brand, then that’s fine too. Just don’t turn into some corporate Terminator the second someone makes a slightly negative comments on your Facebook wall.
None of this is hard.