Brand authenticity is very much like human authenticity. It involves the notions of honesty, transparency, and a general public-facing openness. We’re living in an economy of trust, where consumers are only going to part with their hard-earned money and choose a side (between you and your competitors) if they feel they can trust you. Authenticity is the business currency of the future, and if you don’t embrace it – you’re going to find yourself with the short end of the stick. Here’s what brand authenticity is, and three ways to ensure that your brand is being authentic:
Brand Authenticity Defined
True brand authenticity is achieved when a brand’s audiences deem it to be true to its ideals, honest with all stakeholders, and generally transparent. Brand authenticity is about understanding customers’ needs and concerns and making real connections with them through genuine communication and selflessness. In other words, brand authenticity is the business equivalent of being a good person that is true to themselves. It’s about not trying to be something your brand isn’t, because the modern consumer is smart enough to see right through falsities.
Ways To Nail Brand Authenticity
– Be Honest With Customers
What some might seem like a no-brainer, others don’t see at all! Countless brands, some still around today, have been caught out in a lie or purposefully withholding information from customers. While some might have the budgets to squash any disgruntled voices before too much reputational harm is done, the memory of the dishonesty will not go away. The easiest way to never get caught in a lie is always to tell the truth.
– Stick To Your Ideals
Brand ideals can be defined as a brand’s purpose that is deeper than merely offering useful products and services. Examples include combating climate change or supporting underprivileged communities. An authentic brand is one that knows what they believe in and works towards their ideals without seeking any recognition or favour for their achievements. In other words, don’t do what is easy – do what is right.
– Optimise Your Communication
Imagine if every person you met said things in the same manner, with the same tone of voice, wherever you went in the world. Likewise, businesses often deploy the trusted “business English” when communicating with suppliers, partners, customers, or staff. This might be okay in many B2B settings, but consumers are becoming bored of brands that all sound exactly the same. Find your brand’s voice by imagining who your brand would be if they were a person. How would they talk?
Regardless of how trustworthy YOU think your business is, the only people’s opinions that matter are your customers’. Look at your brand from the public’s shoes, and ask yourself if you’d trust your brand with your money or not.
Learn how to ensure the answer to that question is a YES every time, with a Brand Management course from the Digital School of Marketing!
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