Marketing in Numbers Digest #15

Build brand authenticity to ensure success

In today’s connected world, where people are constantly confronted with a myriad of content competing for their attention, what content and sources do consumers seek out, trust and find influential?

According to a consumer content survey by Stackla, 86 percent of consumers say authenticity is important when deciding what brands they like and support.

So, what makes a brand authentic? Turns out, it’s more than just the products or services. Branding is much more than just the logo you design, or the font you decide to use; it’s the whole customer experience you are providing. In other words, your brand is the best chance you have to tell your customers a story.

Now more than ever, consumers demand that brands walk the talk: whether it is about features, benefits or product quality, if a brand is making a promise, consumers expect that brand to keep its promise.

How can you build your brand’s authenticity?

Businesses can start being more authentic by being transparent and consistent in their branding and messaging, by having values that they can stay true to, and most importantly, by being honest. All these qualities, combined, form the three R’s for making a brand authentic: reliable, respectful and real.

Knowing this, how can you adopt these qualities to make your brand more authentic?

• Engage your audience: Social media is a powerful tool to build brand authenticity, but you need to make sure you’re engaging your audience in a conversation for it to be effective and efficient.
• Be reliable: Provide great quality and keep your promises. Seems like a no-brainer, right? Unfortunately, not all brands keep the promises they make, not all communicate honestly and directly, and not enough place the customer’s interests above their own.
• Be respectful: It’s crucial to treat your customers as the most important part of your business; it will benefit your business as well.
• Be real: Personalized communication helps customers feel emotionally connected, which in return, generates revenues and customer loyalty.

Always remember that a good brand serves the customer. If you can take these ideas to heart, you’ll not only build better brand authenticity but you’ll be able to build long-lasting relationships with your customers and prospects.

SPIN Ideas is a marketing strategy agency, focusing on startups and SMS. We help our clients find their place in the market and grow. You want to hear more about what we do and have monthly marketing updates, subscribe to SPIN Ideas’ Journal.