1. Defining What Is Authentic
- Who are you?
- Find your focus
- Who are your competitors?
- What can you build off of?
2. Understanding Your Audience
- What does authenticity mean to your customers?
- Who needs your brand?
- Do you have the right brand personality?
- Is your brand focused and flexible?
3. How Can You Be Unique?
- Does authentic mean original?
- How can you be imperfect?
- Where can you be good?
- Being the guide in your story
4. Delivering on Your Promise
- Being clear on what you promise
- The need for a road map
- Consistency is a building block
- An authentic brand lives its values
Conclusion: Continue to Evolve
- Authenticity that evolves