In today's hyper-connected and competitive world, customers are looking for more than just products and services. They are looking for brands that they can trust, that share their values, and that they can relate to on a personal level. In this age of social media, authenticity is not something that can be bought or fabricated; it must be earned. Consumers have all of their favorite brands at their fingertips at any given second of the day, so the standards for coming off as approachable and likable are heightened. Therefore, dedicating time to develop authenticity for your brand is a key element of any marketing strategy. Try implementing some of these tips to increase your brand’s authenticity and develop a doting customer base!
With increased social consciousness unlocked by the digital age, customers now more than ever want to know what they are buying and where it comes from. For example, if you are a clothing company, you can provide information about the materials you use, where they are sourced, and how they are made. Customers value ethically made products and business practices and environmental friendliness, so share information about any applicable company initiatives to demonstrate your brand’s commitment to the cause.
A commitment to transparency means that sometimes, a brand may have to be open and honest to get itself out of trouble. With social media, it is easy for any consumer to air their grievances online and quickly escalate their concerns, so knowing how to respond is also a necessary aspect of maintaining authenticity. Handling such matters respectfully and honestly is the best way to show customers that you are listening to them and care about their concerns. Don’t shy away from answering the hard questions – use them as a platform from which to grow!
What brought your brand to where it is today? Every single company out there has its own unique story, and sharing it with your customers helps to show them who you are, what you stand for, and why you do what you do. This brand story may also be baked into your branding materials to create a cohesive feel across all of your marketing channels.
Bearing all of this in mind, though, don’t think of your brand story as marketing material when crafting it. Tap into the company culture and develop a personality that instills trust and gives consumers something to connect with. There is no need to over-complicate this; keep your brand’s story simple, focusing on a problem, how you found a solution, and your success!
Content is an excellent way to build brand authenticity. By creating content that is authentic and meaningful, you can establish your brand as a thought leader and authority in your industry.
When creating content, focus on providing value to your customers. Your content should be informative, engaging, and relevant to your target audience. It should also be authentic, reflecting your brand's values and personality.
Gone are unhelpful chat bots and stiff corporate identities. Digital spaces like social media allow brands to get up close and personal with customers by creating a more direct and approachable avenue of communication, and it is not to be overlooked!
This has quickly become one of the most important aspects of social media marketing. By interacting with followers and creators within your niche, you help to build a sense of community within your platforms. It may even be worthwhile to have a staff member dedicated to community management across your brand’s social channels. When your profile is consistently active, this also shows your followers that you are on top of things and pay attention to their applause and concerns.
Influencer marketing has gained popularity in recent years because it gives prospective customers a more authentic introduction to your product or service. Influencers have large followings on social media, and their followers trust their opinions and recommendations.
Before partnering with any influencer, do some research into your target audience and find individuals who fit into that niche to get some inspiration. You may even find some influencers that are already fans of your brand who want to collaborate! To maintain your brand’s authenticity when partnering with influencers, choose individuals who align with your brand's values and personality. Are they a large star with a wide reach, but who may be out of touch with your target demographic? Or are they a micro-influencer with a small following, but sky-high engagement rates? Knowing which types of influencers are best for your brand will also help your strategy yield results!
Building brand authenticity is crucial for businesses looking to establish a connection with their customers and succeed in the hyper-connected and competitive world of today. Building brand authenticity is no longer optional; it is essential for any business that wants to build a loyal customer base and appear approachable to consumers. By implementing even a few of these tips, businesses can increase their brand's authenticity and build a successful marketing strategy!