A brand is like a living person.
It needs to be authentic to build trust.
No person can constantly be winning.
There will be days of struggle , days of failure.
There are moments of truth.
“Always good” is based on untruth.
Trust cannot be built on “Untruth”.
Can a brand be authentic and own up failure, say sorry ?.
Can a Organisational or Person brand share vulnerable moments ?
It’s difficult to be vulnerable. But it builds trust.
I experienced these both at Mastek where I headed Corporate Communications.
Mastek was the first company in the IT industry to give a profit warning ahead of quarterly results.
There was no precedent.
Obvious repercussions were bad press , investor calls .
Yet it emerged more powerful as a transparent and ethical brand.
The next story is of vulnerability.
Ashank Desai the Co Founder had an difficult early childhood.
There was his story of poverty and struggles.
Ashank has shared his story and lessons to inspire youngsters.
This has made him a strong person brand.
Being Vulnerable is strength.
Real heroes are authentic, they also fall.
Yet they get up and fight back.
Make your brand story more powerful.
Tell a authentic story. Be vulnerable.