Have you ever met someone who just seems to be trying too hard? Most people just aren’t that good at projecting a fake version of themselves out to the world. Usually, whatever image they are trying to create – confidence, indifference, trustworthiness – doesn’t quite work.
It’s actually harder to fool people into thinking you are something you are not than many realize. Others might not be able to put your finger on exactly what struck them as off about you, but they will sense that there is something not quite right.
The same effect holds true for companies. Your business has a personality; think of it as the sum total of your employees, policies, products, public image, and market position. While you can evolve that personality over time you can’t just redefine yourself and hope to come off as anything other than inauthentic.
Customers have a desire for authenticity. They are bombarded with fakers, wannabes, and liars. They are spammed, robo-called, and mass-advertised without mercy. Be different: be real. They will be able to tell the difference.
