The two current posts on Processed Identity have me thinking about the importance of authenticity in branding. Design Kompany has created a reflection of their personalities that is warm, personal and caring. Kaboom Schneider is the opposite—extreme, aggressive and opinionated. They are both authentic and they are two great examples of why we can’t be all things to all people.

It reminded me of a terrific story that wouldn’t hurt to read every once in a while. It’s short—always a plus. It gets to the point with a memorable and gripping case study. It’s inexpensive to purchase, and is guaranteed to be at your local library. If you have a child, it is likely on the bookshelf. You just may not have realized it was for you as well.

Branding tip #1 from Eric Carle and his book The Mixed Up Chameleon: Always be authentic.

Too busy to read? Have it read to you as you drift off to sleep tonight: (no need for a spoiler alert as the reader doesn’t tell you how it ends but I think you already know, having seen it many times with clients and possibly your own personal brand)

You can find more common sense marketing and branding by Eric Carle on his website.

Do you think designers too often focus on prettiness and cleverness over authenticity? Consider sharing your opinion.