Authentic Brands

At the heart of non-directive coaching is the principle that we all have two "selves" - our "self 1" which directs how we behave in order to comply with expectations of us by others and our environment; and our "self 2", which is our authentic, unique self. The argument is, we are brought up and encouraged to operate in "self 1", but our unique contributions, and motivations and joy can only really be realised in our "self 2". For those who crave more, see Gallweys "inner game"
I would argue that the same applies to businesses. We can try as hard as we may to "align" people and brands, but unless there is real connection, it's always going to be false. So maybe the trick is to identify what in us - as individuals, groups, businesses is genuinely unique, and build what we do round that - not the other way round.
As we determine - with a great Coach (!!) what we want as individuals, and businesses, I suggest we are likely to be left with two key gaps. Firstly, how we access the information, expertise and perspective in such a way that whatever we decide we need and come up with will be truly ours (not a "solution", or a "benchmark" or "best practise"). Secondly, when we have decided - how we convey that to our audience.
As a coach, I'm reasonably comfortable and confident with helping a client achieving the "what and how", but the second, the storytelling, is a distinct and different craft. It has (in my view) to obey the same tenet as coaching - it has to tell the clients story, not a consultants version of the clients story. It is a form perhaps of "ghostwriting", with an end result that the client recognises, and that reflects, precisely, who they are.
To come up with a compelling story is easy. To come up with a non fiction version, using the genuine material available, less so.
It requires at the outset a willingness and ability to identify the truth, then, an ability to take key elements - without distorting them - and craft the context, identify the emotions, and assemble them into a great story that underpins the individual or business. It cannot be aspirational. Aspirations are fine, but they have to be part of the journey, not a pretend current state.
We can do this if we have a shared commitment to using what we do in the service of the client - rather than try to "reinvent" them.
More difficult perhaps - but wouldn't it be far more fun??