Splendor’s mantra, “Be Bold or Be Forgotten” has many sides to it. One key point we stress to our clients is the importance of committing to marketing efforts that use compelling creative to ensure that their message is seen and heard. But, there’s another side of being “bold” that we believe is also critical – expressing their brand in a way that is authentic to who they are.

Why? Because smart clients understand there’s big money at stake. Bold brands are visible. Bold brands connect. Bold brands break through which allows them to juice that bottom line. Yet, sometimes in an effort to gain favor and appear ‘hip’, corporations will quickly jump on a trend or hot topic so they can expose their brand to a wider audience in hopes of staying ever-relevant and making a quick buck. However, that strategy doesn’t always work out for the best. Just ask Bud Light.

Don’t get me wrong. Brands that flex their DNA and stand up for what they believe in are admired, trusted, and seen as authentic. That’s bold. You can bet your bottom dollar there’ll be a certain segment of the population that doesn’t feel the same way or share the same point of view. But, if your brand is expressing itself in an authentic manner, it will maintain the respect it deserves. For that reason, authenticity isn’t just a nice-to-have; it’s the only currency that matters.

Today’s consumers aren’t just looking for a product or service; they’re looking for a connection, a shared set of values, and a brand they can trust. They demand transparency, honesty, and, most importantly, authenticity (especially with Millennials and Gen Z).

But authenticity isn’t just about having a catchy backstory or a feel-good mission statement plastered on your website and your socials. It’s about living and breathing your brand values in every single action, communication, and decision. It’s about being unapologetically true to who you are, even when it’s uncomfortable or inconvenient. Brands that get this right not only capture the hearts and minds of their audience but also their wallets.

Being authentic doesn’t guarantee your brand will be universally appealing which is why it takes some boldness to go down this path. And trying to be everything to everyone is the fastest way to lose your authenticity. We constantly remind our clients that authenticity and marketability are not mutually exclusive but require careful balance. The truth is, chasing every potential customer and attempting to cater to every need will dilute your brand.

No matter the categories we’re working in – and there are many – Splendor’s clients appreciate the brand positioning work we do because we are able to uncover, and creatively convey, who they are and their reason for being. Expressing a company’s DNA and mission, in a strategic, creative, compelling, and differentiating way is the backbone of the brand strategies and brand positions we develop. We know we’ve done our job when our clients tell us that we “get” who they are and what they stand for. It’s not just a great compliment, it tells us that the marketplace will understand what they stand for as well, which is really all that matters. The bottom line, authenticity isn’t optional. It has to be the guiding principle behind your brand position.