How are you building your house?
In marketing today, much attention is given to the concept of “authenticity.” It is an important aspect especially in Social Media marketing. As a means of message consistency, it is often seen spilling over into all facets of branding and communications. It is indisputably a buzz word.
While I recognize the importance of “authenticity” as a component in identity development, I believe “integrity” is where the greatest emphasis should be placed for powerful, solid branding and effective communication.
Integrity is a wholehearted steadfast commitment to central, core values and beliefs that a reasonable person recognizes as important, laudable, and true. It serves as a connecting point, because it can be related to and clearly understood. Because it serves as the basis of a solid foundation for all actions, it is the essential element for creating brand durability. By definition, it is a state of being complete, undivided, unbroken, fully integrated, and sound.
This is important in the marketplace, as people seek connections with entities and others who imbue a sense of stability, strength, tenacity, while offering a perceived value in the relationship of trust and expectation. Perception has much to do with integrity, but deep-seated commitment and dedication to purpose is accurately reflected, established over time. Consistently exhibited values, principles, methods, expectations and results become the foundation.
Integrity is illustrated through adopted business models, and may be observed through self-generated or invited:
- Endorsements
- Testimonials
- Obligations
- Commitments
- Openness to explore and discuss the ideas presented by others
- Ability to receive feedback and criticism
In these economic times, I believe the concept of “integrity” should be revisited, and reviewed in light of clarifying identity, intended purpose as a first-step in the branding process, prior to developing an action plan of pursuit. I view intgrity as the foundation for success and brand durability. What do you think?
For current real-life case studies on integrity and brand durability, watch:
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