Brand authenticity is a component of branding and marketing that’s so important to consider when operating in today’s business world. It helps you to stay competitive, no matter how big or small your business is, brand authenticity is a vital part of success. Brand authenticity means honesty, transparency and integrity. It is the core beliefs driving the brand and its activity. For brands, there should be no pretending, saying you’re something that you are not, or that you stand for something that you don’t. People will see through a brand not being authentic and won’t no longer trust anything they say or sell.

Many consumers aren’t just looking for a one-off purchase, they are buying into the feel and image of a brand. People like to align with a brand they trust and have confidence in therefore they want a brand to be real and they want to see that behaviour consistently. Brands need to consider that when marketing their content, products and services to consumers. When done well, audiences are engaged and trust is gained leading to them doing business with you.

Establishing authenticity is still a big issue for brands. It’s important to understand, know and listen to your audience so you don’t fall into the category of ‘marketing myopia’ but on the other hand, it’s about staying true to what your brand stands for. The best brands find their unique ‘hook’ and recognise that they will never appeal to all consumers.

Authenticity should be something your brand brings about every day by just doing what it always does. There is a lot of things you could do to promote brand authenticity, for example, you could create conversations around what you do by asking questions and offering answers, video series, a crowdsourcing campaign or hold an event. There are many more things you could do but the key is to make a strong push to make people believe in and see what you believe and see. When marketing brand content, personality is key. Personality is what will create a truly-authentic brand. Avoid writing copy that sounds like everyone else. Giving your marketing and messaging a sense of character and humaneness, this will create a much greater connection with customers.

If you are looking for help to make your brand more authentic or help to come up with ways for your brand to become more profitable, contact us today by calling us on 021-234-8038 or by visiting us online and booking a consultation.