Be organic, not plastic

If your friend told you, “that person is fake,” how would your attitude be toward that person?

Most likely, you wouldn’t have a favorable impression of them.

The same principle applies to your company’s brand.

You don't want anyone to perceive your brand as inauthentic.

But truthfully, very few companies are fake.

Fake implies pretending to be something they are not, and such companies are quickly exposed by the market.

However, there’s another term that’s closely related yet doesn’t quite carry the same meaning.

Plastic.

If that same friend told you, “that person is plastic,” would your reaction be exactly the same?

The connotations of these two words are inherently different.

Plastic possesses a quality similar to an object, and it conveys a sense of artificiality.

Something that is plastic doesn't necessarily mean it's fake.

Instead, it signifies something that has been artificially created, not stemming from a natural source.

I don’t encounter many fake companies in my surroundings, likely because I don’t associate with such circles. However, they certainly exist, often promoted by influencers. 🤢

In my capacity as an entrepreneur and marketer, I do come across numerous companies that could be described as plastic.

A plastic company lacks character.

It fails to express its identity or the personalities of its employees.

It might as well display one sentence on its homepage: “We sell custom business service sales jargon product problem-solutions.”

A plastic company isn’t necessarily a poor one.

Instead, it is a forgettable one.

It is a replaceable one.

If you enjoy McDonald’s, do you have a preferred McDonald’s store to order from, or do you just choose the one that’s closest?

Building an organic brand requires your company to be seen as human.

This doesn’t diminish your brand’s professionalism at all.

Rather, it implies moving away from excessive stock images on your website and instead featuring photographs of your team members.

It signifies acknowledging that business with you is more than just a company.

Business with you is part of human culture. Do not allow a digital environment to erase this.

Be a merchant in Cairo, Egypt, 2000 BC.

If you could convey anything about your company to your customers, what would it be?

Perhaps it’s your genuine commitment to teamwork. Maybe it’s something about the color purple.

Maybe it’s the story of how you got to where you are.

Take that concept and illuminate it within your branding.

People prefer purchasing from other people.

Vending machines are only for quick, simple, and plastic products.