Yesterday we went a little deeper on what it takes to create a memorable brand. The three factors we're looking for are originality, authenticity, and flair (or style, take your pick).

I wrote about originality yesterday, so today let's discuss authenticity.

Why Does It Matter?

Why does it matter that your brand is authentically you? I mean, don't corporations just hire people to create their brands for them?

Yes, they do. Now, tell me the last time you saw a large corporate brand and thought, "Wow, that's really authentic -- I feel an immediate connection with that brand."

It's rare to see a large corporate brand that feels authentic, because most of them are manufactured and fake. In fact, there are only a few examples of corporate brands that feel authentic and that engender strong and widespread brand loyalty among their customers.

A Look At Authentic Brands: Apple

In each such case, it's because those companies have held stringently to a unique corporate identity. Apple is one such brand. They have long been the computer company for geeks who refuse to use what they consider to be a substandard operating system.

Now, the world of programmers and network engineers will argue to the end of time whether Windows or Mac OS is the better system. However, among their brand adherents Mac users will tell you that Apple products have better design, they break down less often, and their customer service can't be beat.

Can you say the same for Microsoft products? No, you can't. Apple has a rep for putting the customer first, and for really slick, sleek product design.

And that's why people love their brand.

Another Authentic Brand: Harley-Davidson

I saw a quote from Seth Godin the other day that said, "No one gets a Suzuki tattoo." He was referring to how loyal Harley-Davidson customers are, and how the brand somehow inspires that loyalty.

But why are people so loyal to Harley-Davidson?

In part, it has to do with the authenticity of the brand. Harley-Davidson as a brand grew organically from the biker movement in the U.S. It has always had a rebellious streak, because as a company the brand has tried to stay true to what bikers in the U.S. wanted in a Harley.

Sure, they've had some missteps over the years, but overall they've remained true to their brand.

Now, the interesting thing about Harley-Davidson is that you really can't say that they've always built the best product on the market. Sure, there are people who would argue with me on that point (and some would probably fight me on it), but there's little doubt that Japanese motorcycles tend to be more reliable and they require less user maintenance.

Yet, people still pay more for Harleys, and there is often a waiting list for their newly-released models each year. And that all has to do with the fact that Harley has stayed true to their brand identity. 

They build bikes for bikers, and that's it. They don't build cars, or generators, or scooters. And that's why people love their brand.

What Does This Mean To You And Your Brand?

Remember, we're talking about "Brand You." For the small and independent martial art school owner, you are your brand. 

So, your brand does need to be authentically you. It needs to have your particular and unique stamp on it, that certain something that can't be duplicated by anyone else.

Other companies have tried to emulate Apple's brand, and failed. Microsoft has been trying to come out with a Macbook and iPad killer for years, and failed. Their attempt to create an iPod killer failed miserably as well.

Same goes for Harley. Yamaha created a motorcycle called the Bolt that is nearly identical to the Sportster. And by all accounts it is a fine bike. However, they have put nary a dent into Sportster sales.

If you want this kind of brand loyalty, take a few lessons from these two brands:

#1 - Authentic Brands Grow From A Focused Mission

Harley-Davidson was a company that was started by gearheads. It's a company that has been run (mostly) by gearheads, and they live their culture. Everyone from the CEO down wears jeans and Harley clothing to work each day. They are there to serve bikers and be a part of biker culture. 

Likewise, Apple is a geek's company. They serve tech geeks, they hire tech geeks, and they even have stores that are there for the express purpose of serving their most diehard tech geek customers.

For these two companies, it's not just their brand; it's their mission. And by staying true to their mission, both companies have created an authentic brand that cannot be emulated or duplicated by their rivals. 

Now let's say, for example, that Harley started building crotch-rockets and cute little scooters, in order to compete with Honda, Suzuki, Yamaha, and all those European brands. What do you think that would do to their brand?

It would destroy their brand, because doing so would indirectly be a violation of their corporate values. Their most loyal customers would see it as selling out, as if they were abandoning their core customers to chase a broader market.

Abandoning their core customers would gut them as a company. So, the lesson here is stay true to your values.

#3 - Authentic Brands Are Built On A Clear Vision

Steve Jobs' original vision was to create "a computer for the rest of us." By doing so, Apple first tapped into a sort of zeitgeist that built their company. And years later when the board ousted him, the brand floundered.

Yet, when he returned to Apple in '97 he stayed true to his mission to change the world through technology. Starting fresh with the iMac, then the iPod, then the iPhone and iPad, under his leadership Apple somehow managed to create entirely new categories of computer products that transformed the tech world, and ultimately world culture.

And it all stemmed from Jobs' clear vision of changing the world through technology.*

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So, the bottom line on authentic branding is this... 

Stay true to that, and you'll have an authentic brand.