Introduction
The power of truth
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1. Defining What Is Authentic
Who are you?
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Find your focus
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Who are your competitors?
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What can you build off of?
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2. Understanding Your Audience
What does authenticity mean to your customers?
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Who needs your brand?
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Do you have the right brand personality?
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Is your brand focused and flexible?
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3. How Can You Be Unique?
Does authentic mean original?
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How can you be imperfect?
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Where can you be good?
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Being the guide in your story
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4. Delivering on Your Promise
Being clear on what you promise
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The need for a road map
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Consistency is a building block
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An authentic brand lives its values
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Conclusion: Continue to Evolve
Authenticity that evolves
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