On a scale of 1 – 10, how authentic is your business? Are you honest, transparent, and real? Does it matter? Absolutely, it does. Authenticity in business can make all the difference between leading the charge and playing catch-up.
So … how do you get it?
7 Strategies to build authenticity in business
真实的人或某事是真实的。真实性不是假的或假冒。
In short: Authentic people and things are the real deal. And when it comes to business, this matters more than you may think.
看看以下七种策略，在业务中建立（和维护）真实性。
1. Use storytelling
Authentic people and things have stories behind them. These stories back up claims and highlight how they got to where they are today.
正宗的一餐？从一代人发作到一代。真实的工件？通过在世界某些部分的挖掘中发现。
真实的业务？在工厂的地下室开始，通过多年的斗争，确定和砂砾建立（即，Patriot Software’s startup story).
你需要成为一个故事讲述者。而不仅仅是任何讲故事者 - 你需要专注于nonfiction。If you want authenticity in business, don’t lather your customers up with a fake or embellished story. Be real.
Morgan Taylor, CMO forLetMeBank，提供以下对使用讲故事的真实性的重要性：
Share your story, how you started, what makes you who you are, and how difficult it was at the start. People love it when the underdog wins, so don’t be afraid to speak about your company’s humble beginnings.”
您的初创公司可能不是世界上最好的故事。也许你真的不必经历很多东西来开始你的业务。但有机会是，有somethingauthentic and relatable in there that people want to hear.
2.负责任的市场
一个投诉消费者留下审查网站的一个投诉之一是他们被承诺来自企业的X但收到Y.
You need to keep it real when marketing.
如果您说只服务于您的营销材料中的真正的意大利食品，您的食物必须是真实的......和意大利语。
你的市场需要反映业务的交流tual operations. If it doesn’t, your marketing becomes inauthentic, as well as our business.
Ensure your marketing team is working together with other departments. Verifysmall business marketing ideasare properly vetted before sending out materials with inauthentic promises, deals, or products.
Greg Birch，内容营销经理Drop Ship Lifestyle, advises:
Most customers are used to being promised the moon, so you can stand out by giving real specific statistics/reviews from your past/current customers about how your business worked for them.”
3.不要拿快捷方式
What happens when you take shortcuts in business? Things are rushed, corners are cut, and quality substitutions run rampant. This is where inauthenticity can creep in.
Rather than taking shortcuts in business, put in the time to maintain your authenticity. Uphold that original “wow factor” about your business that makes you, you. Which brings us to the next point…
4. Have a mission, and stay true to it
也许你开始了你的业务，因为你对某事充满热情。或者，也许你开始它，因为你对成为企业家充满热情。无论如何，您可能开始激情和使命。
Do you still have that mission? Or, have you lost it along the way?
Authentic businesses don’t lose touch with their mission (or passion). They continue pursuing their core mission—which of course may grow and adapt.
许多企业家将大多数人带入他们的业务，这有助于建立其真实性。例如，有许多具有B CORP认证的营利性企业。这证明了业务致力于构建更好的社会和环境，同时留下符合责任。
保持忠实于您的使命表明，您对您的业务代表并为其工作而真诚。
5. Think about what makes you unique
Nobody wants a copycat. If you’re trying to copy a competitor, your customers could go to them instead. You need to be the real McCoy. To do that, think about what makes your business unique.
What’s your unique value proposition? What can you offer your customers that others can’t? Whether it’s top-tier customer service, a hard-to-come-by offering, or low prices, hone in on it and show customers your business’s authentic self.
6. Prioritize transparency
Sometimes, it’s tempting to want to avoid issues altogether by not talking about them. But, failing to give people (e.g., customers or employees) the whole story can sometimes be a form of feeding them fake information.
Don’t mislead.
相反，与您在业务中使用的所有人都是透明的。透明业务与公众开放，诚实 - 他们没有任何隐藏的东西。当你没有任何东西来隐藏时，你可以成为你真正的真实的自我。
To give authenticity in the workplace a fighting chance, be transparent with your employees, customers, investors, and so on. Be forthcoming when it comes to sharing information, advertising your prices, and acknowledging slip-ups.
7.雇用真实的人
无论您雇用的人都不是如何，您和您的业务都无关紧要。
当带来新员工时，确保他们是他们所说的。候选人在面试过程中放在脸上很容易，并在工作中完全不同。
To help you avoid hiring duds, learn如何聘请最好的员工。在面试期间询问行为问题，做一些雇佣前审查，并一般来说申请人。这样，当您向您的顶级候选人延长工作机会时，您可以放心地放心。
那么，为什么重要？
Being authentic in the workplace is just as important for your employees as it is for you. Whether it’s interoffice or customer communication, inauthenticity can deplete your company’s culture or reputation.
