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.