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When it comes to marketing, there is one key ingredient that is often overlooked: authenticity. In a world where consumers are constantly bombarded with advertisements and messages, it can be tough to stand out from the crowd. However, by being authentic, you can connect with your target audience in a way that no other brand can. In this blog post, we will discuss the benefits of authenticity and provide tips for creating an authentic marketing strategy.
What is brand authenticity?
Authenticity can be defined as the quality of being genuine or real. In other words, it is the act of being true to yourself and your brand. When you are authentic, you don’t pretend to be something that you’re not. You simply share your story and let your company’s personality shine through.
Why does being authentic work?
There are several reasons why being authentic can help your brand. First, consumers are looking for brands that they can trust. In a world where there is so much misinformation, it is important to be transparent and honest with your audience. Second, authenticity allows you to build long-lasting relationships with your customers. When you are authentic, people get the chance to feel like they know you, like they’re a part of your brand and the family you’ve created.
In fact, a study by Boston Consulting Group found that authentic brands enjoy a 27% higher return on equity than their non-authentic counterpart. Consider Dove; in 2004, they kicked off their “Real Beauty” campaign by showcasing their products used by women of all shapes and sizes. This, along with their new mission statement of “beauty should be a source of confidence,” allowed their customers to feel like they were valued in a way that had not been done before.
How your brand can be more authentic:
By following these tips, you can create a more authentic brand that will resonate with your target audience and bring in new members of those audiences.
-Be transparent and honest with your audience. Don’t try to hide anything from your customers or clients – they will see right through it (save the scripts for Hollywood).
-Hold yourself accountable. There is no fear of being “canceled” when you can hold yourself or your team responsible for any mistakes you make. The key is to learn from them and allow that to show.
-Share your story. Let people know who you are and where you came from, and share how you got to where you are. People can often relate to you or your brand that way. They see what you’ve done and how you can help them.
-Join in on the conversation. Don’t be talked “at”, be talked “to.” By being responsive to your audience, you include them in the conversation, thus creating a deeper connection.
-Stay consistent with your voice. People like the reliability that is consistency; not doing so will damage your credibility.
-Give power to what you believe in. If your brand prides itself on its core values, then show your support or collab with other organizations that have the same values.
-Be your unique self. This is probably the most important tip of all. Be authentic and true to who you are, and your customers will not only appreciate it, but others will be drawn to it.
How can you be more authentic in your branding? We’ve outlined a few principles to help get you started. But remember, the most important thing is to stay true to yourself and let your unique personality shine through in all that you do. Are you ready to take off with an authentically branded business? Let us know how we can help by visiting www.wundertre.com.
If you enjoyed this blog post, be sure to check out our other post on Telling Your Brand’s Story Effectively. Until next time!