If you are your online brand and your online brand is you, then are people surprised when they meet you in person? Are you what they expect to see, or are they wondering how you and your brand are even related?
All too often, many businesses try to be something online that they aren't in real life. They try to be "cool" and use all the current lingo, or they try to be overly sophisticated. They try to be spunky and outgoing, or they try to be reserved and professional.
Either way, too many brands try to be something they're not. If they think their audience wants someone young and trendy, then this is how they design their posts and content. But if your brand isn't young and trendy, it looks disingenuous. And if, at some point, you are able to convert these fans into leads, more often than not, they're shocked when they actually find out the company is nothing like they observed online. And when this happens, those leads often fail to convert to sales.
One of the downsides of social media, is that it's often a lot like high school. Everyone is trying to "fit in" with the right crowd. Wearing the right clothes, going to the right parties, hanging out with the right people. Pretending to be someone you're not so that the star student will notice you.
But your business isn't a high school clique. It's a business - with real customers spending real money.
So stop trying to be something you're not. Stop trying to get everyone to like you. Be you. Be your brand. Be true to what you have to offer and you will find that even more fans will convert to paying, loyal customers.
Hello Jenn – it’s a great article! Unfortunately there will ALWAYS be a handful of online marketers, businesses, and yes even Teresa of Real Housewives (lol) that will continue to exaggerate their success to get what they want.
lol Anna! So true! There are many who will continue to pretend to be something they’re not, but in the end they will suffer the consequences. It’s best to get there legitimately and authentically, even if it takes longer.
BTW, love the Housewives reference! I love those shows – one of my guilty pleasures! 😉
Fantastic post Jenn! You hit the nail on the head. It’s critical to be authentic. I think the problem is many times people feel insecure and fear if they put their “real” selves out there, others won’t respond. However, the beauty of authentic branding is, when you do represent yourself authentically you begin to draw a tribe of followers that not only resonate with your message, but resonate with you personally which makes YOU feel awesome! It’s a win, win. The other issue is that a lot of times people actually aren’t clear on who they are or how to communicate their value in an authentic way. That’s when it’s important to find expert guidance.
Absolutely, Heather! Sometimes, in real life, we are surrounded by only a few people and so we feel we have to be a certain way, and we aren’t completely ourselves because we want to fit in. But online, there are sooooo many people that you really can be yourself, and find plenty of others who value you, for being “you”. And, like you said, it draws a tribe of like-minded followers which results in a win-win situation!
And, yes, if brands are having a hard time finding their authentic personality and voice, expert guidance can help make this clear.
Hi Jenn,
Thanks for such an inspirational write (found on Triberr). For me, I don’t understand why one would want to brand themselves as something they are not? Especially when in business, your customers need to like you because of what you and your company are and not trying to portray something your company isn’t!
So yes, thanks for this write up and keep it up! Shared too 🙂
Thanks Reginald! I’m glad you liked it and appreciate you sharing it!
Unfortunately, there are too many companies and brands who try to be what they “think” they should be but it comes off being unauthentic or, as I said, when people get to know the real people behind the brand, they are confused. I’m with you, just be yourself!
Hey Jenn,
I just found your blog through Biz Sugar, and had to comment on this…
You can usually tell when a company or individual is being disingenuous in their marketing and it really doesn’t do anyone any good.
I think the reason people try to appeal to the audience they *think* they should appeal to is because they don’t believe in their own product or that there are other people out there who will relate to them.
The truth is, we’re all really not that different from each other – we all have many of the same wants, fears, passions whatever. You stand a better chance of making real connections with your audience and potential customers by just being yourself.
The best kind of marketing is that which is real and relateable – if you feel like you’re trying to hard to connect with your target audience, you probably are. So, why not just let your hair down and let them decide if they like your style or not? That’s my motto.
Thanks for your comment Hermine. I agree, that most people who aren’t who they seem are usually trying to fit a mold that they believe they are expected to fill. It is unfortunate, and as you said, they stand a better chance by just being themselves.
I love your motto!
I appreciate you writing that it is good to be myself.
It has taken me over a year to be just who I am. I am not the sweetest person when it comes to getting peoples attention when I have something very important share. That is me, and I have have been successful in my working career by being tough at times.
I really don’t fit a”mold” as you said. thanks fro givingme courage to be myself online.
Malika
Good for you Malika! You just keep being the awesome YOU that you are. None of us fit any mold that we’re “expected” to fit. So, don’t worry about it. If you’re having a bad day, it’s ok for some of that passion to come through in your writing – it makes you real. And to be honest, some of my most popular posts have been when I’ve gone on a rant!
Keep being true to you and the audience will follow!
thanks for the support in you kind comment.