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Welcoming everyone’s authentic self
Who is my authentic self? Is there one “true” me?
The truth is, my authentic self changes from day to day and from situation to situation. However, there are times when I may not feel comfortable being my authentic self, and feel like I have to hide my true self, or like I can not share my real opinions. One of the reasons I began Axiom of Purpose was because I wanted to create an environment where everyone could be their authentic selves all the time. I believe whole-heartedly that we create the best creative campaigns this way.
When I share with people that I am on a mission to make sure everyone feels comfortable being their authentic selves, people often ask what that means. We usually get into conversations about code-switching and valuing differences. I’ve been code-switching successfully for so long, that I got to a place where I didn’t even realize I was doing it - until I had an epiphany that the code-switched Revekka had taken over completely!
I hear this same realization from friends and colleagues all the time. “I didn’t realize how much I was doing it until you said it.” So I thought I would provide a quick authentic self checklist to help us all get back to being ourselves!
When you are not comfortable being your authentic self:
When you are living as your authentic self:
Your shadow self takes over.
It may feel like you are watching yourself from afar, or you are arguing with yourself in your head. And afterward, you don’t feel like the right side won.
It feels right.
There is a natural inner confidence that shines when your words and your actions match the thoughts in your head. When we don’t censor ourselves, it feels like we have been unbound.
You feel strange.
It may not necessarily feel like disappointment, or regret. But it also doesn’t feel right. It leaves you with a peculiar and distant feeling about your own words or actions.
You feel pride.
It takes courage to be our authentic selves in all situations. By dropping our carefully crafted “professional” façades, we are being vulnerable. And when we can do this with confidence, we are rewarded with a terrific feeling of inner triumph.
Friends and family show concern.
The people who know you best start to express out loud what you feel inside. They ask questions like, “Are you okay?” or “Is this worth it?” They tell you they are worried about you.
Friends and family notice!
You get compliments like, “you are glowing!” or “you look terrific.” and “I can see such a difference in you!” You will notice people want to spend time with you because they have always loved the real, authentic you!
When you are not valuing people for their authentic selves:
When you are valuing people for their authentic selves:
You are discouraging dissent.
Think about how safe it is to disagree with you. Do you welcome different opinions with encouragement? Or do you offer counterpoints that position your own opinion as the best option? Do you listen with an open mind?
You are checking your implicit bias.
This could probably be a whole other blog, but it is important to recognize we all have bias. Actively checking yourself for why something might rub you the wrong way, and letting go of that, can help you appreciate authenticity.
You are molding people into you.
You think of your employees as proteges with a secret desire to sculpt them into a version of you rather than helping them bloom into their own best versions of themselves.
You are encouraging everyone to be themselves.
Rather than focusing on what you think people need to change or how they can improve, you are focusing on how their unique experiences and perspectives add to yours, recognizing both are valuable.
You are focused on how well people “fit in.”
You look at their differences as evidence that they are not “right” for the team, rather than focusing on what they add, that the team might be missing.
You are appreciating differences.
You recognize that your way is not the best way, but simply a different way. You think of every alternative option that someone offers as a valuable new perspective.
So why is this important in marketing and communications?
The most interesting innovations, the most astounding creativity and the most novel ideas come when collaborators are unrestricted. Implement Bright cloud brainstorming for ideas on how to build a culture of innovation. When everyone feels free to contribute their zany ideas, when everyone’s authentic self shines - magic happens.
I’m a believer
I've witnessed a wave of backlash against purpose-driven business models. Critics often dismiss them as fleeting trends or cynical marketing ploys designed to boost profits. While some companies may indeed exploit the concept, the truth is that a genuinely purpose-driven culture can be a powerful force for good. However, it's not something you can simply slap on like a trendy new logo. True purpose-driven cultures are born from authentic leadership.
I've worked with companies where leadership embraced purpose as a strategic initiative, a box to be checked rather than a deeply held belief. The difference between these companies and those truly driven by purpose is night and day. In authentically purpose-driven organizations, you feel the energy shift – a palpable sense of shared belief that emanates from the top down.
So, how can leaders cultivate this genuine belief within their teams?
Believe Fully
If you want your team and your audience to believe in your purpose, it has to be more than a catchy slogan or a surface-level ideal. Aligning your brand with your purpose is just the beginning. Your purpose must be deeply ingrained in your own core values as a leader. You need to believe in what you are doing with your whole heart, soul, and mind. It should be the guiding star that illuminates every decision you make, personally and professionally. Your unwavering belief sets the tone for the entire organization.
Lead by example
Leadership is about action, not just words. We like to say, “don’t tell me, show me” to guide our visual creative - but this goes for our actions as well. Your team is constantly watching you. Are your actions aligned with the purpose you espouse? Do you prioritize people and purpose above profit? Do you incorporate social justice or environmental sustainability in all your endeavors? Your team will inevitably follow your lead. Believing is contagious!
Have faith
Faith is having complete trust or confidence in someone or something - even when you have no proof. Building a purpose-driven culture is a journey, not a destination. There will be obstacles, setbacks, and times when you may doubt yourself. This is where unwavering faith in your purpose becomes crucial. When faced with challenges, allow your purpose to guide you. Don't lose sight of your vision, even when things don't go according to plan.
Believe Fully
If you want your team and your audience to believe in your purpose, it has to be more than a catchy slogan or a surface-level ideal. Aligning your brand with your purpose is just the beginning. Your purpose must be deeply ingrained in your own core values as a leader. You need to believe in what you are doing with your whole heart, soul, and mind. It should be the guiding star that illuminates every decision you make, personally and professionally. Your unwavering belief sets the tone for the entire organization.
Lead by example
Leadership is about action, not just words. We like to say, “don’t tell me, show me” to guide our visual creative - but this goes for our actions as well. Your team is constantly watching you. Are your actions aligned with the purpose you espouse? Do you prioritize people and purpose above profit? Do you incorporate social justice or environmental sustainability in all your endeavors? Your team will inevitably follow your lead. Believing is contagious!
Have faith
Faith is having complete trust or confidence in someone or something - even when you have no proof. Building a purpose-driven culture is a journey, not a destination. There will be obstacles, setbacks, and times when you may doubt yourself. This is where unwavering faith in your purpose becomes crucial. When faced with challenges, allow your purpose to guide you. Don't lose sight of your vision, even when things don't go according to plan.
When everyone on your team truly believes in your purpose, it becomes an integral part of your brand's DNA. It manifests in every interaction, from customer service to product development. Your team embodies your values, and this authenticity resonates deeply with your audience. They, too, become believers.
So, in the immortal words of Journey, Don't Stop Believin’. Cultivate a culture of genuine purpose, and watch your team and your organization thrive.
Appreciating differences
A strong, positive company culture is the backbone of any successful organization. It's the glue that binds employees together, fosters creativity, and drives innovation. One key ingredient to a thriving culture is to truly appreciate our differences.
While conformity may be trending, embracing the full spectrum of human experience within your organization is both a commitment to our shared humanity AND a long-term strategic advantage. When individuals feel safe and encouraged to bring their whole selves to work, a palpable energy emerges, transforming challenges into opportunities and fostering a dynamic environment where ideas flourish.
Recognize the power of diversity
Diversity, in all its forms, is a powerful asset. It brings fresh perspectives, innovative ideas, and a wider range of skills to the table. When we embrace diversity, we create a more dynamic and resilient workplace.
- Diverse backgrounds and experiences: Varied cultural, socio-economic, and professional backgrounds provide unique views on problems, opportunities, and solutions.
- Unique perspectives: Different life journeys lead to distinct ways of approaching challenges, enriching discussions and collective understanding.
- Culture-add: Beyond simply "fitting in," diverse individuals contribute new dimensions to your culture that enhance the environment.
- Expand creative problem-solving: A multitude of viewpoints means a wider array of potential solutions.
Build a culture of inclusion
To truly harness the power of diversity, we must create a culture of inclusion. This involves:
- Open communication: Encourage open and honest communication, where everyone feels heard and valued.
- Active listening: Practice active listening to understand different perspectives.
- Respectful dialogue: Foster a culture of respectful dialogue, where disagreements are handled with grace and empathy.
- Mentorship and sponsorship programs: Implement mentorship and sponsorship programs to help employees from diverse backgrounds advance their careers.
- Empower Employee Resource Groups (ERGs): Support ERGs to provide a safe space for employees to connect and share experiences.
Celebrate differences
Celebrating differences is a powerful way to foster a positive and inclusive culture. Some ideas include:
- Host culturally-relevant events: Organize opportunities to share traditions and customs, ask people how they would like to celebrate to make sure celebrations are authentic.
- Provide diversity and inclusion training: Provide training to educate employees about the benefits of diversity and inclusion.
- Develop employee incentive programs: Recognize and reward employees who are living the company’s inclusion values.
- Commit to flexible work arrangements: Offer flexible work arrangements to accommodate different lifestyles and needs.
Share in the benefits of a diverse and inclusive culture
A diverse and inclusive culture offers numerous benefits for both employees and the organization as a whole, including:
- Increased innovation: Diverse teams are more likely to generate creative and innovative solutions.
- Improved employee morale: Employees who feel valued and respected are more engaged in their work.
- Enhanced reputation: A reputation for appreciating diversity and inclusion can attract top talent and customers.
- Stronger marketplace performance: Studies have shown that diverse and inclusive companies outperform their peers.
By embracing diversity and fostering a culture of inclusion where we celebrate Collaboration over competition, we can create a workplace where everyone feels valued and empowered. Let's honor our differences and work together to build a brighter future.
The pitfalls of marketing to everyone
I can’t tell you how many times I have asked a client who they think their ideal audience is and their response is “Everyone!”
It's easy to fall into the trap of trying to appeal to the whole word... However, the truth is, no one product or service is perfect for every single person. By attempting to cast a wide net, you actually risk diluting your brand's message and losing your target audience.
In this post, we'll explore the dangers of a one-size-fits-all approach and the power of a narrowed audience.
Universal appeal is a myth
The idea of universal appeal is a seductive one. It promises mass adoption and widespread recognition. However, the reality is often far less glamorous. Trying to be everything to everyone can lead to a watered-down brand identity and a lack of focus.
When you try to appeal to everyone:
- you risk alienating specific segments of your audience
- your message becomes generic
- you fail to resonate deeply with anyone
- your brand receives lower engagement
- you notice fewer conversions, and
- ultimately, you end up with a smaller audience.
This is how you fall deep into the pit of the myth. But there’s hope!
A niche audience provides the most opportunity
The power of a niche audience lies in its specificity. By speaking directly to a specific customer, you can create a stronger, more meaningful connection. Having a narrowed audience helps you:
- Develop deeper connections: A niche audience allows you to tailor your messaging to their specific pain points and desires. This deeper level of understanding fosters stronger relationships with your customers.
- Make your marketing campaigns more effective: When you know your audience, you can choose the right channels and platforms to reach them. This leads to more effective marketing campaigns with higher ROI.
- Improve your brand loyalty: By providing value and addressing their specific needs, you can build a loyal customer base that will stick with you through thick and thin.
Identifying your ideal customer is imperative
So how do you find the right audience for your brand? To identify your ideal audience, consider these steps:
- Create detailed customer personas: Develop characters that represent your ideal customer. Include details about their interests, locations, stage of life, and pain points.
- Use market research and analytics: Gather data on your target audience through surveys, interviews, and analytics tools.
- Leverage social listening: Monitor social media conversations to understand your audience's needs, preferences, and pain points.
Tailored messaging connects with your audience
Once you've identified your ideal customer, you can tailor your marketing efforts to their specific needs.
- Customize your messaging: Use language and tone that resonates with your audience personas, based on things they care about most.
- Create content that speaks to their needs: Develop content that addresses their specific pain points and offers solutions.
- Choose the right distribution channels: Select the platforms where your target audience spends their time. You will see trends emerge based on the behaviors of your narrowed audience.
Check out our blog on balancing creative content and proactive distribution.
By narrowing your audience and focusing on a specific group of people, you can create a stronger, more impactful brand. Remember, it's better to be the best for a few than mediocre for many.