Today’s empowered customers can see through deceptive marketing tactics and they are quick to make a judgment on whether a business is authentic or not. Because brand authenticity can dictate your company’s path towards growth and success, consider these important steps towards creating an authentic brand.
1. Identify your core values
Brand authenticity starts from being able to define and understand your values. It isn’t about having the perfect elevator pitch and you also need to be careful about getting lost underneath all that corporate jargon.
It’s about crafting your story as uniquely yours. Start by answering these questions:
- Who are we and how do we want to be viewed by our target audience?
- What do we (as a company) love doing the most?
- What drives or fuels our company to take action on something?
When you are able to nail down your company’s core values, it helps bring clarity and focus to your mission and vision statement, organizational objectives and goals, and company culture.
2. Understand your audience
Although it is extremely important to ascertain your corporate identity and purpose, creating an authentic brand means always remembering that IT’S NOT ABOUT YOU.
Your job is to pinpoint your target audience, recognize the problem or challenge they are having, and to offer a solution or an alternative that will benefit them.
Yes, you can highlight your company’s convictions or expertise but you have to make an effort to find out what they care about or what bothers them the most in their life – however trivial or crazy it may seem – and be genuinely interested in providing something that would be valuable to them.
3. Be committed to quality and innovation
In this social media era and on-demand economy, customers are looking for businesses that are transparent, connected, and committed to quality and innovation.
They equate brand authenticity with these foundational qualities – and that’s exactly what you should keep in mind at any stage of your company life.
There are many different ways to demonstrate this kind of commitment: from staying true to your roots or history and offering products that are sourced/manufactured at your original headquarters, being open to new technologies and platforms that will help you serve your customer’s needs faster and more efficiently.
In the end, if your brand is aligned with your beliefs and passions, provides products and/or services that bring transformative experiences to your target audience, and have the resolve to pursue excellence – you will be well positioned for success and sustainability with an authentic brand.
What makes your brand authentic? If you want to share your thoughts and seek professional help about the matter, schedule for a free consultation with an expert brand strategist right away.