The Importance of Brand Authenticity

January 30, 2020
5 min read

Guess what?!

Times have changed! Consumers want the best bang for their buck. But now more than ever, people are demanding more from brands. Honesty, integrity and authenticity matter, and make all the difference when it comes time to choose you over a competitor.

Fast Stats

  • Nine out of 10 consumers say they will reward a brand if they feel they are being authentic
  • 57% of consumers think that less than half of brands create content that resonates as authentic
  • 91% of customers want the brands they follow on social media to post authentic content and captions

Companies have to do more than just say they are authentic, though. After all, authenticity is about being honest, transparent, and sincere with your customers. It's about internalizing a core set of values that are integral to your vision as a brand.

four people hunched over laptop

What Is Authenticity?

Being an authentic brand is all about knowing what you stand for. Clearly defining who you are, what your mission is, and how you want to achieve it will naturally lay out the blueprint for how to operate authentically in the marketplace.

  • Credibility
  • Dependability
  • Empathy
  • Social Awareness
  • Transparency
  • Integrity
  • Vision
  • Mindfulness
  • Legitimacy

Embracing these traits will be key to operating authentically. Authentic brands don’t just supply intrinsic value, they establish loyal customers, increase their profitability and generate positive consumer buzz around their business.

pretty black girl with afro smiling

Who Cares The Most?

Millennials and Gen Z’ers (of course)!

A consumer study found that just 1% of millennials polled trust a company because of their advertising.

Generation Z feels the same with 91% saying they are more likely to purchase from a brand they see as authentic.

With millennials (24.7 percent) and Gen Zs (21.5 percent) making up almost half the Canadian market, brands are working hard to embrace a new ethos; one that embodies a sincere and authentic approach to consumerism.

brown person in pink shirt holding iphone

5 Strategies For Developing Brand Authenticity

#1 Honesty is Everything:

  • In a time where consumers have more power than ever before and the ability to communicate directly with others through things like online recommendations and reviews, brand honesty has never been more imperative.
  • When brands make mistakes and immediately own up to them, buyers are far more likely to forgive. Having an effective reputation management strategy is crucial when it comes to this type of transparent behaviour.

#2 Be True To Your Values:

  • All successful brands have one thing in common: a defined set of core values. These values should be at the heart of every decision you make as a business.
  • When you stay true to them, real stories and situations will naturally develop with your customers as a result.

#3 Talk To Your Customers:

  • How can you engage with your customers if you don't know who they are or what they value? Authentic brands establish meaningful relationships with their customer base and reach out for feedback.
  • Ask for opinions and seek input. Integrate that feedback into your messaging. And, most importantly, be responsive on social media. 90% of consumers say they appreciate when a brand responds to them on a social platform.

#4 Consistency is Key:

  • Your brand has a unique story and set of values. Dig deep into what makes you unique and establish a consistent message that aligns with that story. Your goal as a brand is to make sure that every piece of messaging aligns with that story.
  • That includes organic social media posts, responses, advertisements, and beyond. Building a clear set of brand guidelines and adhering to them at all times will help you maintain a clear and concise message across all platforms.  

#5 Establish Social Awareness:

  • This is one area many brands overlook but is absolutely essential when it comes to being an authentic voice in your industry. What causes and local initiatives align with your core values? Who do you support in your community?
  • What impact is your brand making in the world? Knowing who you are and supporting those around you with similar values is an important step in truly defining yourself as an authentic brand.
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