In today’s interconnected digital environment, brands can no longer hide anything from their customers as they are more informed than ever before. Your audiences are empowered to find out everything they need to know about your business by delving into other consumers’ reviews and thoughts.
In a world where organizations can not only “talk the talk,” it is crucial to ensure that they are delivering on their promise. Whether with new product features or exceptional customer care, you need to make sure your company lives up to what customers expect from brands in this day and age.
Brands that can keep their customers attached to the social media landscape will often have a higher degree of brand authenticity. Because in many cases, an effective organization is the only one with this trait.
What is brand authenticity?
Before the emergence of social media, companies could pretend virtually anything, and consumers had few ways to check or disprove them. However, today, consumers have access to an endless number of information sources through which they are able to verify any company’s claims for themselves. This was not always possible in past generations.
Brand authenticity isn’t a difficult concept. It’s just being honest about who you are and what your company stands for. This is because customers’ expectations grow exponentially with technology, and it will be impossible to stay off social media anymore.
Your audience will be more engaged by clarifying your vision and values, but only if they are shown through transparency implementation. For example, as a skincare company, you may present your brand authenticity by regularly informing customers that your brand is confined to animal-friendly processes.
On the other hand, transparency actively shows consumers how products are actually tested.
Why is brand authenticity essential?
When it comes to being a successful business, nowadays, authenticity is key. The days in which traditional marketing techniques would do you any good are long gone, and consumers expect so much from brands these days. In addition, if they don’t get what they need, then social media will have something negative to say about brands.
A millennial generation is a group of individuals who place a lot of importance on brand authenticity. They say that if businesses don’t have the correct values, then they won’t be loyal to them and will most likely buy products from an alternative company instead. In simple terms, authentic brands thrive because:
- Brand authenticity makes more reliable links: You can have more power in your marketing if you have a message that is based on an idea that people care about. If your message is a real one, it will help you to connect with people’s emotions.
- Brand authenticity is key to standing out from the crowd: You can make people like your company in a world full of digital marketing. You can do this by being honest and kind to people. They will refer other people to your company instead of using ad blockers or anti-spam filters because they like and trust what you are doing.
- Brand authenticity differentiates you from others: People will know what you stand behind if you are an authentic brand. They will trust that you are real. This gives them a reason to stay with your company for long periods.
Tips to improve brand authenticity
In order to create a lasting and authentic brand, you need to make sure that your business follows through with what they say about themselves. For instance, telling customers that they can count on your company for customer service while never responding publicly on social media will undoubtedly distance them from this promise and may even result in bad reviews.
Below are just some tips to assist you on your way towards brand honesty;
At the very top of your authentic brand strategy, write one crucial requirement: be real. It might sound easy, but many companies strive to be true to themselves. The easiest way to show your authentic side is to go back to the basics and find out what makes you different from other companies in your industry and deliver the vital details of your brand story,
- Who are you?
- What is your purpose?
- What does your company stand for?
- What drives your organization?
If you do not have a brand promise, you need to start there. Think about the goals and values that value most to your target market. You can’t be fake. Decide what is relevant in your business and put those things into everything you do.
Brand consistency is the habit of staying true to your brand’s identity and values. The modern marketplace is a confusing and conflicting place, so it’s no wonder that your customers are unsure about who they can trust. Giving inconsistent messages naturally leads to distrust which leaves people feeling like you’re not being honest with them on either side of the face.
Marketing has become more diverse, with companies using different strategies from social media to content marketing. It’s easy for the voice of your company or business personality to get lost at times, even if you are trying hard not to hallucinate.
To avoid mistakes, make a brand manifesto to use as a guideline. You can also make a list of important details about your company’s voice for the employees to use as they represent your brand.
Engage in conversations
The best way to get your clients and prospects excited is by constantly engaging them in conversations. There’s no such thing as too many communication options, so don’t be afraid of trying new strategies. You can use social media platforms, share news, ask questions, listen to them, and value their opinions.
The more you pay attention and adjust your marketing strategies to suit the needs of clients, the greater chance that they will make long-lasting relationships.