I usually don’t work on Sundays, but last week I was watching one of George Kao’s videos that made me stop in my tracks, pick up my notebook and start writing this article like crazy.

George is a business coach, and my current mentor by the way. He was talking about how our lack of confidence influences our capacity to make an income in our business.

And then he said something about the imposter syndrome:

“The imposter syndrome is so prevalent in entrepreneurship because people learn from marketers who make them fake it till they make it”.

And you know what’s the most common reaction people have when suffering from imposter syndrome?

Thinking that they need to look more professional.

And how do you look more put together and professional? What most people think, even though it’s not true, its that they need:

• -A logo,
• -A nice color palette, and
• -A beautifully designed website.

I know first hand because I followed that path…

…only to find myself in the Dark Side of the Force.

The two types of brands

Not every brand is created the same.

Some brands are just shallow and fake.

And completely inauthentic.

Please allow me to share this construction metaphor, it’s the architect in me speaking, to explain why I think shallow brands are dangerous.

The fake-it-till-you-make-it approach to business is like building a cardboard house in which, to make up for its deficiencies, you decided to coat it with a layer of glossy, colorful paint.

It will look nice, even beautiful... but still it’s just cardboard inside.

Real Brands, on the contrary, are solid and have real substance behind them.

Authentic brands are built upon the solid foundations of a deep understanding of who they truly are, what problems they solve and who it is they are here to serve.

However, most people resist creating an authentic brand because it takes time, effort and the willingness to look inside.

But it’s so worth it!

Let me ask you one thing:

What type of brand would you like to have as your “business house” when the Wolves of life come blowing? A fake cardboard brand or a rock-solid one?