business clique
People connect with authenticity.
When you present as a ‘real’ person, it
makes people feel comfortable. They
connect more readily with you. Nic
says being authentic in business is not
about hiding behind a million-dollar
facade, “but storytelling your journey as
a brand. Storytelling has become a game
changing concept that brands are using
to invest their followers into the journey
of their brand. There is a certain level of
vulnerability in this, but it's working in
an authentic way,” she said.
Angela believes a big part of being
vulnerable is sharing not only your wins
but your losses. “It is so easy to show up
on social media when things are going well.
People love seeing others winning. But real
life is not all about winning. There are many
times when things do not go according to
plan. Sharing these losses in a way that
people can relate to and learn from builds
trust and credibility,” she said.
Prosper Taruvinga, a digital marketing
expert, believes people buy from those
they know, like and trust.
“In this world of constant, ‘look at me, look
at me, people want to do business with those
they relate to. Not all that glitters is gold,
and our clients know that we too if we are
human also go to the bathroom,” he said.
The challenge for those building their
brand is how are you to strike the
emotions of those you want to influence
if they don't know you? The secret lies in
the power of storytelling.
Prosper says the more you tell, the more
relatable you become.
“Once your audience relates to you or gets
you, they tend to share or buy that story. The
more you don’t showcase your ‘human’ side,
you’re relegated to the faceless corporation
basket. People these days are entitled to be
in the ‘know’ of where their products and
services are coming from.”
vulnerabilities in a way that build loyalty
rather than erode confidence.”
Susan Jones from Living Lines, a branding
agency working with small to medium size
businesses, says if you understand why
people connect with brands, it adds power
to your story. “Today they connect with real
stories, real values and real environmental
and community issues... they want to know
WHY you went into business and your
journey to where you are today,” she said.
She agrees with Nicole – people are
savvier these days. They have the world
at the end of their fingertips. When it
comes to being vulnerable, you have to
be careful. “Do they want to work with
someone who looks inexperienced, and
struggling... That sort of honestly is a risk
and flags to the purchaser that their price
should be significantly cheaper than their
competition eroding any chance of growing
business through profitable transactions,”
Susan said.
“Real human vulnerability, authenticity
and connection with the audience should
be encouraged, but managed very carefully.
When it erodes confidence in the quality of
service or products, negotiations start and
brand value drops.
“A brand must appear consistently at every
touch point with the customers and every
brand impression works together to tell a
story. Authenticity is vital, so package those
AUTHOR
ANNETTE DENSHAM
The Publicity Genie team
www.publicitygenie.com
AUTHOR
BECCA MCGREGOR
The Publicity Genie team
www.publicitygenie.com
Women’s Network Magazine
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