Brand Authenticity: What It Is and How to Build It
Customers want to buy from authentic brands—ones that reflect their values in a meaningful way. Today, it’s not enough to just “talk the talk” anymore, and brands need to be faithful both to themselves and to consumers.
Brand authenticity is all about perception. Customers are intuitive, and they notice and listen to brands now more than ever before. Read on to learn all about brand authenticity and how to build it.
What is brand authenticity?
In simplest terms, brand authenticity refers to the perception that a brand is genuine about their products and services; promises to their customers and their brand values. Today, brands can’t hide from their consumers. Through social media, consumers can easily tell whether a brand is who they say they are. Authentic brands exhibit trustworthiness, reliability, and respect—it’s all about being real. Here are the four key pillars of brand authenticity:
· Continuity: how a brand is faithful to itself.
· Credibility: how a brand stays true to its customers.
· Integrity: how a brand exhibits a commitment to caring and responsibility, to customers, the environment and more.
· Symbolism: how a brand supports its customers in being true to themselves.
Brand authenticity establishes trust and integrity that builds stronger connections. Authentic brands stand out from their competitors, and they give customers a reason to care. When you give consumers something they truly care about, it’s easier to establish the loyalty that leads to repeat business, word of mouth marketing and other positive outcomes.
How to build brand authenticity
Authenticity is a marketing trend that’s here to stay, simply because it works so well. Today’s consumers want to know everything about the products their purchasing and the brands that make them. Overall, they want to know if you can be trusted. Here’s how to build brand authenticity, so you can connect with your customers in a meaningful way:
· Be real and honest. If you’re an established brand, it’s easy to get lost in the day-to-day routine and stray a bit from your roots. The first step in becoming an authentic brand is by remembering what your main purpose as a company is. It may be a good time to reevaluate your brand values, so you can follow a clear mission and purpose. Use what matters to your brand and your target audience to build trust and loyalty, and even share stories about your growth and challenges to be honest and transparent with your customers.
· Tell your story. Storytelling is an excellent way to connect with your customers on an emotional level. Whether you create a brand video or tell your story through multiple posts on your Instagram channel, telling your story helps you communicate with your customers and establish you as an authentic brand.
· Share your knowledge. No matter what product or service you sell, you have the insight and practical knowledge in your field of expertise. Authentic brands are eager to share that knowledge and be open with the world. For example, if your brand uses a certain method or approach that no one else in the industry does, don’t be afraid to brag about it!
Build a brand that’s authentic
Today’s customers care about authenticity—they want to support brands that are true to themselves and their consumers. Want to learn how to better connect with your audience by being a brand that “walks the walk?” Say helloto Spin Creative. We’ll help you create an authentic presence across social media and all digital channels, so you can push your brand further.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
