Brand Authenticity: How to Find Your Authentic Voice and Build Your Brand Online?

+ 3 Examples of Companies Making a Profit While Being Authentic

Kristina Mišić
Oct 3, 2018 · 4 min read
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Values stand at the very core of your brand and it goes much further than just having an eye-catching logo that’s memorable to your customers or clients. Values are the principles that guide your brand through to the whole process of making a brand. However, we need to make a difference between building a brand and building a truly authentic brand. In many cases, people tend to associate brands with fabrication and the illusion of authority — we are this, we can do that, we represent that. Just think, when was the last time you gave your trust to a brand that communicates with you in such a manner?

“Authenticity is a minefield, and the reason is; the last time any of us were truly authentic is when we were three months old in diapers. Ever since then we’ve been doing things on purpose.” ; marketing guru Seth Godin about brand authenticity.

Authentic means keeping it real.

If your brand is a person, how would you describe its personality?

Today more than ever (Thank you, Internet!) people are eager to connect with brands on more human levels, they want to understand a company's voice and not to simply hear what they do or what are the benefits of its products or services. People want to be intrigued, entertained and if you are able to convert them into your fans they will give you their trust, even when even if your product is expensive. How do you want to be seen by them, how do you want to relate to them, what is your role in their lives and how do you help them? Those are the questions you should ask yourself before starting to communicate with your target audience through blog posts, newsletters, social media or email to your potential clients. As you incorporate narratives into your branding, focus on three ways to make storytelling truly effective:

People-focused businesses always win.

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Image credits: http://strategyonline.ca/2014/09/09/dove-celebrates-a-milestone/

Establish a tone and stick to it.

People want relationships where businesses view them as individuals and respond in a much more transparent and personal way.

Label Insight, a firm that helps consumers understand what’s in products, found that 39% of people surveyed said they would switch to a new brand if it were completely transparent, 56% would be loyal for life, and 76% would pay more for such brands.

Think, Buffer! Guys from Buffer are known for their dedication to transparency both internally and externally. They even have a whole page on their website dedicated to transparency. As you can see, Buffer’s second value is “Default to Transparency. ”

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Image credits: https://buffer.com/transparency

They even shared the inside story on how they got their domain name after 2 years and how it improved their business. By being outspoken and direct about their values, Buffer has built an authentic brand that saw a 49.7% increase in their annual recurring revenue.

By digging into your brand’s personality and establishing ways to express it through your messaging, you are more likely to come off as a real human being that your audience can relate to or aspire to be like. Good luck!

MarkUpgrade

Our small team incorporates 20+ years in the marketing and…

Kristina Mišić

Written by

http://www.markupgrade.com/

MarkUpgrade

Our small team incorporates 20+ years in the marketing and branding industries, as well as Domaining, Web Development, Search Engine Optimization, Search Engine Marketing, and Sales.

Kristina Mišić

Written by

http://www.markupgrade.com/

MarkUpgrade

Our small team incorporates 20+ years in the marketing and branding industries, as well as Domaining, Web Development, Search Engine Optimization, Search Engine Marketing, and Sales.

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