[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-authenticity":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",24663,{"id":24,"name":25},"author-0301142015","Canto","2020-09-05T11:49:44","2026-06-05T16:44:24","Brand authenticity examples: How customers uncover your brand truths","brand-authenticity","The truth will set you free: 5 brand authenticity tips","Brand authenticity is achieved when genuine brands are truthful to customers. Here are five tips to guide your brand authenticity journey.","What is brand authenticity? Brand authenticity refers to the degree to which a brand is perceived as genuine, consistent, and true to its stated values across all customer interactions. Authentic brands build trust by aligning their public messaging with real actions — in product quality, communication, and corporate behavior. It is a measurable driver of […]","What is brand authenticity? Brand authenticity refers to the degree to which a brand is perceived as genuine, consistent, and...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-authenticity\">What is brand authenticity?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand authenticity refers to the degree to which a brand is perceived as genuine, consistent, and true to its stated values across all customer interactions. Authentic brands build trust by aligning their public messaging with real actions — in product quality, communication, and corporate behavior. It is a measurable driver of brand loyalty, purchase intent, and long-term reputation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, why is brand authenticity important?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Research has shown time and time again that a company’s truthfulness and sincerity influences its overall \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa>. That is to say, the more authentic a brand, the better it is seen by audiences.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-60.jpg\" alt=\"An illustration about a brand expanding.\" class=\"wp-image-48920\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-60.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-60-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This translates to favorability, giving honest and genuine brands a better chance at making sales over competitors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> to learn more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As you can see, brand authenticity comes with many positive rewards. Let’s get you on the path to success. Here are five ways to build your own brand authenticity.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--be-your-true-brand-self-5-tips-to-boost-brand-authenticity\">Be your true brand self: 5 tips to boost brand authenticity\u003C\u002Fh2>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--1-sincerity-is-only-possible-if-we-stick-to-our-ideals\">1. Sincerity is only possible if we stick to our ideals\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">To progress towards authenticity, you must assume that everyone in your target market is a skeptic.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, when we approach our branding \u003Ca href=\"https:\u002F\u002Fwww.cision.com\u002Fus\u002F2016\u002F09\u002F4-ways-to-win-over-skeptical-consumers\u002F\" target=\"_blank\" rel=\"noopener\">with a skeptical audience in mind\u003C\u002Fa>, it becomes clear that the way to win their trust is through sincerity.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"213\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-58.jpg\" alt=\"An infographic about customers trusting a brand.\" class=\"wp-image-48913\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-58.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-58-450x160.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Keep in mind that sincerity is black and white. It’s sincere or insincere. There is no alternative, and there is no faking it. Trust me, \u003Ca href=\"https:\u002F\u002Fwww.enchantingmarketing.com\u002Fsell-your-ideas-skeptical-audience\u002F\" target=\"_blank\" rel=\"noopener\">skepticism isn’t quelled\u003C\u002Fa> by catchy taglines or prisoner-of-the-moment statements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It takes a continued commitment to sincerity in order to win your target market and gain true authenticity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">All this being said, what is the best way we can show sincerity? The answer lies in how well we stick to our ideals.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What are brand ideals?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Brand ideals are the ultimate purpose of a brand that goes deeper than the products they offer. Brand ideals give a brand its philosophical meaning and shows how it wants to better its community and the rest of the world.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">How do we build our brand ideals?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">In order to come up with brand ideals, we need to pinpoint our purpose. In what way does our brand have a higher calling? What are some of its meaningful goals that go beyond profits? How does it practice \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\u002F\">brand differentiation\u003C\u002Fa>?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever we settle on, it needs to be clear. Anyone who knows of our brand should also know what it stands for. For example, Honda isn’t just trying to sell cars; they’re \u003Ca href=\"https:\u002F\u002Fhondanews.com\u002Fen-US\u002Fhonda-corporate\u002Freleases\u002Frelease-77eb8ddd88ce8b803d48f5ee690002b4-powerful-stories-about-safety-performance-from-honda-customers-and-family-members-expand-honda-safety-for-everyone-brand-campaign\" target=\"_blank\" rel=\"noopener\">selling family safety\u003C\u002Fa>. Gerber isn’t just a baby food company; it’s a brand committed to keeping babies healthy.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-56.jpg\" alt=\"An infographic about authentic content.\" class=\"wp-image-48917\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-56.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-56-450x188.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Now that you have a better understanding of brand ideals, let’s take a look at one example that demonstrates a brand sticking to their ideals:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The \u003Ca href=\"https:\u002F\u002Fwww.herbivoreclothing.com\u002F\" target=\"_blank\" rel=\"noopener\">Herbivore Clothing Company\u003C\u002Fa> is committed to animal-free products and other accessories which promote a cruelty-free lifestyle.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They go above and beyond to stick to their ideals (and demonstrate sincerity) by offering a list of all the vegan establishments in their surrounding area to customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">At no cost to the customer, and with no ulterior motive, The Herbivore Clothing Company shows true brand authenticity by caring for animals.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191609\u002Fbrand-authenticity-46.jpg\" alt=\"A person holding an animal's paws.\" class=\"wp-image-46132\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191609\u002Fbrand-authenticity-46.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191609\u002Fbrand-authenticity-46-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If they announced a partnership with \u003Ca href=\"https:\u002F\u002Fwww.bk.com\u002F\" target=\"_blank\" rel=\"noopener\">Burger King\u003C\u002Fa> in order to better promote their newest vegan sandwich, their perceived sincerity would be gone for good.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even if they apologized, it would be too little too late.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sincerity can’t be faked, and ideals are only as good as the brand behind them.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--2-an-honest-brand-is-an-authentic-brand-so-be-honest\">2. An honest brand is an authentic brand (so be honest)\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>The greatest homage we can pay to truth, is to use it\u003C\u002Fem>.” – James Russell Lowell\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I’m willing to bet that you can name quite a few brands who have been dishonest, in one way or another.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Some of these brands might even still be around, but it’s equally likely that their \u003Ca href=\"https:\u002F\u002Fwww.huffpost.com\u002Fentry\u002Fcompanies-lied-to-you_n_5318940\" target=\"_blank\" rel=\"noopener\">dishonest moment isn’t forgotten\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"213\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-55.jpg\" alt=\"An infographic about doing what's right.\" class=\"wp-image-48915\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-55.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190811\u002Fbrand-authenticity-55-450x160.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It sounds like a no-brainer, yet so many make the mistake of lying or withholding information to their target audience anyway.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Nobody needs a step-by-step guide explaining how to be honest. So instead, I’m going to break down the ways to increase your honesty while avoiding dishonest behaviors.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Don’t backtrack on a promise or make a false claim\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">As obvious as it seems, brands get caught doing this all the time. In an episode of the iconic show ‘Seinfeld’, Kramer invests in a non-fat yogurt store.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Customers flock to the location, only to find they’re gaining weight from it. As it turns out, the yogurt was misrepresented as non-fat.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As funny as this episode was, there are real-life examples that make it impossible for brands to claim they’re honest or delivering what they promise.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also keep in mind that your honesty separates you from the competition. Consider three similar brands that sell a pain-reducing pill. It takes four hours for relief from all three pills.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191608\u002Fbrand-authenticity-44.jpg\" alt=\"Pills next to an alarm clock.\" class=\"wp-image-46137\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191608\u002Fbrand-authenticity-44.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191608\u002Fbrand-authenticity-44-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Now, imagine that two of these brands claimed their pill was an ‘instant-relief’ pain pill, while the third took an honest approach.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Initially, the ‘instant-relief’ brands may come out on top, until customers realize the dishonesty. At that point, they’ll see the third brand as superior.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Be as available as you can\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s disappointing when you’re unable to ask a company a question (or receive an answer). If something goes wrong with a product, it’s reassuring when the company presents itself and is available to help, rather than making it impossible to get into contact.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-61.jpg\" alt=\"A '24 hours' neon sign.\" class=\"wp-image-48922\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-61.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-61-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Be willing to answer inquiries with confidence (and of course, honesty). The reality of the situation is, if you hide from questions, you’ve got something to hide – at least in the minds of your audience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One popular way to do this is through social media. In fact, customers are asking more and more questions on social media platforms, and they’re expecting valid responses. Make sure you’re accessible and helpful on all major social media sites.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Be as transparent as possible\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If you’ve ever taken a multivitamin or other, you’re well aware of the practices different companies take in listing ingredients. Some list every ingredient and its amount; others throw specific elements into a ‘proprietary blend’.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These blends are then given a sneaky nickname to make them sound fancy, when really they’re a way for the company to hide ingredients.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">No matter how flawed the truth is, \u003Ca href=\"\u002Fblog\u002Fbrand-transparency\u002F\">brand transparency\u003C\u002Fa> trumps secrecy. A great example of this is Taco Bell’s meat. They didn’t cover up anything when it came to their ingredients. They instead \u003Ca href=\"https:\u002F\u002Ffirstwefeast.com\u002Feat\u002F2014\u002F05\u002Ftacobell-beef-ingredients-revealed\" target=\"_blank\" rel=\"noopener\">admitted that it was only 88% meat\u003C\u002Fa>. The popular fast food restaurant then listed what went into the other 12%.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191608\u002Fbrand-authenticity-41.jpg\" alt=\"A couple different Taco Bell food items.\" class=\"wp-image-46139\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191608\u002Fbrand-authenticity-41.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191608\u002Fbrand-authenticity-41-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Now, clearly they would have preferred if they could have said it was 100% meat, but being transparent and admitting flaws boosted their brand more than a coverup would have.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--3-find-unique-ways-to-heighten-communication\">3. Find unique ways to heighten communication\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Technological advances have made it possible to build intimate relationships with customers. There are many different ways to communicate now, and customers expect it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are a few different methods to get your communication on track.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Hit the right pitch so that your communication doesn’t sound like a pitch\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Humans are social creatures by nature – we love to communicate! Furthermore, we enjoy laidback, obligation-free communication.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What people don’t like is communication that feels ominous, where at any moment the voice on the other end of the phone is about to attempt a sale.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even the most unobservant reader will pick up on the fact that your tone sounds like a marketing pitch. It’s up to you to present a conversational feel to messages.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-62.jpg\" alt=\"A woman smiling while on the phone.\" class=\"wp-image-48924\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-62.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-62-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">What’s the best way to accomplish this? The most important thing to remember is that communication is all about showing an understanding. We need to show to our customers that we understand them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, we need to let them know that we’re on the same level when speaking to them. Truly listen, truly understand and look for ways to allow customers to engage. Show them it’s allowed and encouraged to speak up about what types of things are valuable to them.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Personalization\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The most successful brands go out of their way to communicate personally with their customers, even if they don’t build an elaborate \u003Ca href=\"\u002Fblog\u002Fbrand-persona\u002F\">brand persona\u003C\u002Fa>. They even go as far as understanding local issues, even if they’re not a local brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Imagine you’re in the need for a new automobile. You enter a car lot, looking specifically for a vehicle which meets the highest safety standards.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A car salesperson approaches and asks what you’re looking for. You tell them a black or green mid-size sedan with great safety features.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They lead you to a red sedan. Apart from the color being wrong, you also notice it doesn’t have the safety features you were looking for. Puzzled, you ask the salesperson why they chose this car for you.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191607\u002Fbrand-authenticity-43.jpg\" alt=\"A mid-size red car.\" class=\"wp-image-46141\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191607\u002Fbrand-authenticity-43.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191607\u002Fbrand-authenticity-43-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">They tell you that it’s their most popular sedan and that it’s extremely fast.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This example illustrates the importance of personalization in communication. There is no blanket way to talk to people. Even if most people love a fast car, not everyone does.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Make conversations meaningful\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">We know how important it is to communicate in the right tone and personalize our contact. With these important factors in mind, we can focus on making all conversations meaningful.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So how do we go about doing this? First, picture how you would like a conversation to go if you were a customer. You’d likely want more than a standardized response, such as, “So and so brand thanks you for your continued service”.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-63.jpg\" alt=\"Two young women talking at work.\" class=\"wp-image-48926\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-63.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190810\u002Fbrand-authenticity-63-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Imagine how much more engaged you would be if they asked thoughtful questions. Think of how it would make you feel if a brand had a genuine conversation with you.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Determine ways to improve current customer conversations and make adjustments. Chances are your customers will feel more connected to you.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--4-first-know-next-appreciate-your-customer\">4. First know, next appreciate, your customer\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Most brands seem to understand half of this equation – they know their customer. However, only the successful brands both know and appreciate customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That’s not to say that one is more important than the other, but it’s clear that authenticity can’t be reached without both. Let’s make sure you have a detailed understanding and appreciation of customers.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Know your customers\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">When I say that it’s important to know your customer, this is different from knowing your target market, though the two overlap.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-64.jpg\" alt=\"A person talking to a customer.\" class=\"wp-image-48928\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-64.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-64-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Think of it this way: you want to know who your customer is \u003Cstrong>and\u003C\u002Fstrong> what they’re about. Basically, you need to understand them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, in order to truly understand customers, you have to remember this: they’re always changing. Therefore, their needs are changing as well. If you adapt to these new changes, you’ll be authentic in the eyes of customers.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Appreciate your customers\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s pretty simple, as a customer, to sense when a brand appreciates you and when they don’t. Also, it doesn’t take much for a lifelong sense of appreciation to sour.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-65.jpg\" alt=\"Smiley faces on sticky notes.\" class=\"wp-image-48930\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-65.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-65-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As such, it’s vital to show genuine appreciation for customers. Here are some key ways to accomplish this:\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">1. Focus your projects around customers\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">It’s easy to feel appreciated as a customer if it seems like everything a business does is designed for your benefit. Make customers the center of your focus and ensure they understand they are extremely important to you.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">2. Show you care with actions, not ads\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Brands get caught up in telling their customers how much they care in marketing campaigns and advertisements that they sometimes forget the most important part – following through. Therefore, think of heartfelt ways to appeal to customers and work to accomplish them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190808\u002Fbrand-authenticity-68.jpg\" alt=\"A typewriter that says 'honesty'.\" class=\"wp-image-48937\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190808\u002Fbrand-authenticity-68.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190808\u002Fbrand-authenticity-68-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A popular fast-food restaurant once ran a promotion that stated they’ll comp an order if their employee doesn’t greet you properly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On paper, this seemed like a reasonable enough idea. They were making sure their customers were treated kindly upon each visit. This seemed like good PR for the brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, many restaurants didn’t seem to understand the importance of follow-through, as customers were argued with and\u002For denied their free order when they made a claim.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Having to fight a brand for a promise they made doesn’t make customers feel appreciated. Make sure your brand actually cares, rather than just promotes that they do.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--5-stay-consistently-reliable\">5. Stay consistently reliable\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Creativity isn’t worth a thing if it isn’t served with an equal amount of reliability.\u003C\u002Fem>” – Anton Peck\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One of the paths to authenticity is paved in reliability. How well do you come through when counted on?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This doesn’t mean that a service or product you provide needs to work without error all the time. Instead, it’s how you behave in situations where customers’ need you. It is meeting the levels of expectation customers have.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-66.jpg\" alt=\"One person helping another up a cliff.\" class=\"wp-image-48932\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-66.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190809\u002Fbrand-authenticity-66-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">In order to meet this expectation, we have to put our ear to the ground and learn what our customers want. The more informed we are, the more accurate (and reliable) our decisions will be.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some unique ways to be reliable.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Remember that mistakes are fixable\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Many of the most successful brands make serious mistakes that put their brand authenticity in jeopardy. The actions they take in response is what makes them succeed or fail.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If a brand stands for making the world a safer place, then releases a product that is unintentionally dangerous, customers will feel it’s not adhering to \u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">brand consistency\u003C\u002Fa> and isn’t reliable.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190808\u002Fbrand-authenticity-67.jpg\" alt=\"A 'wrong way' sign.\" class=\"wp-image-48934\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190808\u002Fbrand-authenticity-67.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190808\u002Fbrand-authenticity-67-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The brand will have to prove that this mistake isn’t representative of their overall body of work. Otherwise, it will appear like they don’t care about safety, and thus, are not reliable.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Plan for uncertainty and change\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>When nothing is sure, everything is possible.\u003C\u002Fem>” – Margaret Drabble\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Imagine for a moment that you’re a national brand of brick-and-mortar retail stores in the 1990s. Your company prides itself on offering returns on every product in the store – all that’s required is a receipt and a few questions asked.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, regardless of how good that makes customers think of your brand, fast-forward a few years to the Amazon era. The e-commerce giant offers returns with no questions asked.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Certainly, an update to your services is the only way to keep up.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This type of change and uncertainty is a common occurrence, and the only way to be seen as reliable is to evolve when necessary.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One example that stands out is \u003Ca href=\"https:\u002F\u002Fwww.dropbox.com\" target=\"_blank\" rel=\"noopener\">Dropbox\u003C\u002Fa>, a cloud-based storage service that managed to increase the effectiveness of its service year-by-year.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191607\u002Fbrand-authenticity-45.jpg\" alt=\"A screenshot of the Dropbox website.\" class=\"wp-image-46143\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191607\u002Fbrand-authenticity-45.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191607\u002Fbrand-authenticity-45-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">No matter what obstacles they have to overcome, they pull through by committing to change and improvements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One thing that comes to mind was the hackings that slammed Dropbox’s servers. It had been improving its security slowly but surely, and that was part of its promise.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Because of their response and efforts to build their security even further, it showed they were authentic.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-8--reflecting-on-your-own-brand-is-it-authentic\">Reflecting on your own brand: Is it authentic?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Creating true brand authenticity takes considerable effort, inner-reflection and commitment. An authentic brand has put in the work to stand for something great and stick to their ideals.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s not easy, but that doesn’t mean it’s complicated. Just be true to your values and respectful at all times. The best brands exist to help the customer, and what better way to help them than through a genuine relationship.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_authenticity\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",13,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191609\u002Fbrand-authenticity-47.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191609\u002Fbrand-authenticity-47-450x300.jpg","The word 'trust' written on a puzzle block.",533,800,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190645\u002FBrand-equity-vs-brand-value-8-450x263.jpg",40440,"brand-equity-vs-brand-value","Brand equity vs brand value: What’s the difference?","Do you know the main difference between brand equity and brand value? How about the minor details in between? If not, this guide is for you.","\u002Fblog\u002Fbrand-equity-vs-brand-value\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19190407\u002FCult-brand-11-450x263.jpg",24966,"cult-brand","Cult brands: What they are, why they work, and how to build one","Cult brands retain customers throughout all sorts of economic changes. Curious to find out why this is? Here’s a comprehensive guide.","\u002Fblog\u002Fcult-brand\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F09\u002F19190737\u002Fbranding-process-28-450x263.jpg",18548,"branding-process","Stages of the branding process: A step-by-step guide to building your brand","The right branding process elevates brands and helps them reach their goals. This simple guide gives you the insight you need to succeed.","\u002Fblog\u002Fbranding-process\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787806902900]