Brand authenticity is a term that gets thrown around a lot in the business world, but what does it mean? And more importantly, why is it important? This post will explore those questions and discuss ways to ensure your brand remains authentic.
What is brand authenticity, and why is it important?
Brand authenticity is more important than ever in a world where shoppers can efficiently compare reviews and prices and where social media makes it easy for customers to share their experiences with businesses. Consumers want to feel like they’re dealing with genuine people – not just another faceless corporation.
Brand authenticity is important because:
- Through word-of-mouth, social media, email, or other marketing channels, your customers will do your marketing for you if you are authentic in everything you do and say.
- By doing so, you can stand out from the competition. Your company’s trustworthiness increases when you stand by your company’s core values.
How to create an authentic brand
Younger generations demand brand authenticity, and they get loud about their experiences with a brand on Twitter, TikTok and YouTube. Creating an authentic brand can be challenging, but it’s worth the effort.
Identify core company values, and ensure that your brand communicates those values clearly and consistently. That means having a strong and distinctive visual identity and ensuring that your brand voice is consistent across all your communications.
But it’s not just enough to communicate your values; you also need to live them. That means being authentic in everything you do, from interacting with your customers to running your business.
Get to know your customers and listen to what they have to say. Take the initiative to engage in a conversation with your customers. Be active on social media, stop by a physical store and meet some customers. When somebody mentions your brand on Twitter, respond regardless of the nature of the mention. A two-way conversation humanizes your brand. If you can do that, you’ll develop a unique and trusted brand – something worth striving for.
Examples of brands that have achieved authenticity
Nike – The value of believing in something is something that Nike has always shown. They continue to show it through their dedication to their athletes and their never-ending supply of new and innovative products. Even in the face of challenging times and controversies, Nike has shown that they still believe in the power of sport and its ability to bring people together. Nike’s founder Phil Knight famously said, “It doesn’t matter how many people hate your brand as long as enough people love it.”
Patagonia: Patagonia is a company that is no stranger to following its convictions. The company continually aligns its marketing efforts to convey that it stands behind its values. For example, Patagonia sometimes uses ambush marketing to discourage consumers from purchasing products from companies that use environmentally destructive practices.
Chobani: As its tagline says, “A cup of yogurt won’t change the world, but how we make it might.” Chobani always strives to give its customers the best possible product. They work hard to source the highest quality ingredients, value their employees and use responsible manufacturing practices. This focus on doing what’s suitable for their consumers, employees and the environment has made Chobani an authentic brand.
Tips for maintaining brand authenticity over time
As your brand evolves, staying true to your core values is essential. Here are some tips for maintaining brand authenticity over time:
- Clearly define your brand identity and ensure all stakeholders are on the same page.
- Keep communication channels open so you can receive feedback from customers and employees.
- Be transparent in everything you do, from marketing campaigns to company practices.
- Respond quickly and honestly to any crisis that might arise.
With these guidelines in mind, you can ensure that your brand remains authentic and trustworthy for years to come.
As we’ve seen, many factors go into creating an authentic brand. It takes time, effort, and a deep understanding of what makes your company and products unique. But the payoff can be worth it – customers who believe in your authenticity are likelier to stick with you through thick and thin.