Brand authenticity is a process that takes time and genuine effort to achieve. Here are the most important ways to build brand authenticity and some pitfalls to avoid.
What Is Brand Authenticity?
Brand authenticity occurs if consumers believe a brand to be true to itself, honest with its customers and consistently reliable. Brand authenticity is the way brands obtain and keep loyal customers over long periods of time. It is achieved through thoughtful company marketing and branding efforts.
If a shoe company, for example, was getting backlash about the material they used to make their shoes from the general public. If the company revealed the materials used, it would be a show of trust and transparency. Customers who were concerned about what the materials would not only have their worries put to rest, but they’d also view the company as reliable and trustworthy.
Ensure Brand Stays True to Itself
Your brand has to stand for something. Once it accomplishes that, it needs to stay the course. Staying true to oneself is most important way for a company to promote brand authenticity. Customers notice when a brand is authentic and consistent, and once it veers from this brand consistency, it loses the target market forever.
This isn’t to say change should never take place – it’s important that it does happen. However, any change the brand undergoes needs to follow along the lines of the underlying brand message. There are a multitude of changes that happen along the way to success. Ensure these changes don’t interfere with the core idea that the brand stays true to itself.
Stay Honest and Transparent at All Time
A brand that shows itself to be honest is a brand that will remain authentic in the eyes of its customers. A transparent brand shows customers that a company’s honesty is consistent, real and not a facade. Being that these two bolster each other, companies should strive to promote their brand as honest and transparent.
A brand can boosts confidence in customers when it’s honest about its product and services. This is what gives it true authenticity – when every action it takes shows integrity and is truthful. Trust is a big step to brand authenticity, and only when a brand shows consistent honesty it earns customer trust.
It’s easy for customers to sense if brand communication is authentic, and it’s harmful to a company when they don’t feel authenticity reading your content. Customers feel the difference between conversational tone and something that reads like the marketing team wrote it. Ensure your brand voice speaks to them in the right tone.
This connection helps a brand stay true to its customers. Part of communication is showing an understanding of your customers. Therefore, make sure they see you’re on the same level when speaking to them. Furthermore, give them chances to meaningfully engage and speak to the things they find important or valuable.
Brand authenticity occurs once your audience finds your brand reliable and respectful. Work to give customers exactly what they need and when they need it.