Blending it together.

au·then·tic
ôˈTHen(t)ik/, adjective

1. not false or copied; genuine; real: an authentic antique.
2. having the origin supported by unquestionable evidence; authenticated; verified: an authentic document of the Middle Ages; an authentic work of the old master.
3. entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy: an authentic report on poverty in Africa.
4. Law. executed with all due formalities: an authentic deed.

When we think of AUTHENTIC in the context of our business and brands, we tend to lean towards definition 1 and 2. When applying these definitions to our businesses and brands, we're talking bona fide, unique, never replicated, super fresh and ingenious. 

Personally, I gravitate towards the third definition: reliable. trustworthy.

When building a relationship between your brand and a total stranger, this sense of knowing and trustworthiness is necessary. 

One way of building that trust is by blending your personality with your brand. We are, after all, connected to one another just by being human. 

In order to inject your brand with a dash more humanity, answer the question: What am I about?

Write down your answers on paper even if they're half-baked. Write what you love. What you hate. What you admire. What you stand for. What you'd love to abolish. What you love to talk about (and how you love to talk about it). 

Now look over your notes and find where there are ties to be made to your business. These ties can be dense rope or delicate threads. As long as you love the patterns they create with your brand, you are on the right path. 

Blending your personality and your brand takes practice. Clear away threads and add in new ones whenever necessary. You'll know when you hit your groove — your own interwoven blend of you and your brand.

And when your blend is woven wisely, with purpose?

It’s gasoline for your goals.

 

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