In a world of make-believe and AI-generated content, it’s harder than ever to truly tap into the authenticity of your brand, let alone yourself. Yes, our mums told us we were special, but if we’re all special how do we stand out from the crowd? How do we build new connections with people when we want to earn their trust, gain their preference and keep them coming back? There’s only one way you should be doing this – and that’s with authenticity.
Brand authenticity has become more than just a buzzword, it’s a defining factor for success. Whether you’re a small business owner, an aspiring entrepreneur, or a recent marketing graduate, understanding the importance of authenticity in your brand is crucial.
In this article, we’ll explore what authenticity truly means, why it’s vital for your business, and how to build an authentic brand that resonates with your audience.
What is authenticity?
Authenticity, in the context of your brand, means staying true to your core values, beliefs, and promises. It’s about being genuine, transparent, and consistent in your business practices. When your brand is authentic, it reflects the essence of who you are and what you stand for.
It’s the difference between doing something for the sake of earning money versus doing something that truly aligns with your brand vision. Which is easier said than done.
Why is brand authenticity important?
1. People should know who they are doing business with:
Customers want to connect with the face behind the brand. When your business exudes authenticity, it’s easier for people to understand and relate to your mission and vision. This humanizes your brand and fosters trust.
2. Build trust with people:
Trust is the foundation of long-lasting customer relationships. Authenticity is the key to building and maintaining trust. People are more likely to engage with and remain loyal to a brand they trust.
3. People will tell others about you:
Satisfied customers become brand advocates. When they experience an authentic connection with your business, they’re more likely to share their positive experiences with friends, family, and online communities. Word-of-mouth marketing is invaluable.
4. It helps you grow organically for a long time:
In an era of ever-changing trends, chasing quick profits can lead to short-lived success. On the other hand, authentic businesses focus on their unique purpose, addressing real problems and providing value. This long-term perspective allows you to grow steadily, rather than seeking fleeting gains.
How to build an authentic brand?
1. Define who your brand is and what it stands for:
Start by identifying your brand’s core values and mission. What do you want to achieve, and what principles guide your decisions? This foundational Brand Marketing Strategy will be your North Star.
2. Align your business activity with this purpose:
Every business decision should be measured against your brand’s purpose (vision). Create a culture within your organisation that encourages questioning if a decision aligns with your values and mission.
3. Put yourself in your customers’ shoes:
Empathy is a powerful tool. Continuously consider how your customers perceive your brand. Be honest, and transparent, and ensure your actions match your words. Remember, customers are excellent lie detectors, if they sense you are not telling the truth they are more likely to tell people about it.
People are more likely to tell their friends about a bad experience than about a good one.
For every bad review or customer you lose, make sure you understand their experience and put in place better systems or processes to make sure it doesn’t happen again.
4. Learn from your mistakes:
It’s impossible to please everyone all the time. When you encounter negative feedback or lose a customer, take it as an opportunity to improve. Listen, learn, and adapt. By doing so, you demonstrate your commitment to growth and authenticity.
5. Don’t be afraid to be yourself:
Authenticity should start with you. Share your story, your passions, your vulnerabilities, and your strengths. When people can connect with the human side of your brand, trust is nurtured. Be approachable and relatable.
How to find your brand authenticity
1. Soul-searching:
Begin by asking yourself what inspired you to start your business. What values and principles guide your decisions? Your brand’s authenticity often mirrors your personal values. For example, brands like Ecostore are driven by values of sustainability and eco-friendliness. By emphasising natural ingredients, responsible packaging, and a commitment to reducing their environmental footprint, these brands appeal to consumers who also value sustainability and ethical practices.
2. Customer feedback:
Pay close attention to what your customers are saying. Their comments and suggestions can help you refine your brand’s identity and offerings to align with their needs better. Build a system for capturing customer feedback, you can do this through surveys, interviews or automated NPS software. Put time aside each month to review the feedback and implement improvements to your offering. Don’t forget to thank your customers for their feedback, they are doing you a favour by sharing their opinion.
3. Competitor analysis:
Study your competitors to identify gaps in the market and areas where you can stand out authentically. This market research will help you position your brand uniquely. If 12 brands are offering the same product or service, what makes yours special and unique? Yes, all software has the benefit of ‘saving you time’ but what is it about you that makes your software unique? Lean on your authenticity and brand purpose, and give your customers a reason to choose you over the competition.
Brand authenticity isn’t just a trendy concept – it’s a business imperative. By staying true to your values, consistently delivering on your promises, and engaging with your audience authentically, you can build a brand that people not only trust but also passionately advocate for. In the long run, authenticity will be your greatest asset on your journey to business success.
Need help to define your brand vision?
Book a free brand consultation to clarify your brand and start building it confidently with authenticity.
