If you are scrolling within social media or looking at brands to purchase you must have seen a brand that prides itself with an “Authenticity” tag. We all looked at it as a normal tag, but it isn’t. Marketers know that the term authenticity could make brands service in digital times. Many people say that being an authentic brand in markets needs to be honest. That’s not all that it takes.
Look at the best brands such as Nike, Google and their long-lasting impression across the world is the living proof of authentic branding.
So, What Is Authenticity?
Brand authenticity is known as the degree at which a label is found, to be honest in their dealing from the consumer’s perception. This involves the faithfulness level shown to their core goals, consumers and values. Authenticity is attained by a brand when the brand purposes are in line with the employees and consumers values
Then What About Brand Identity?
The base of successfully branding based upon a well-made brand identity, the visual appearance and the unique voice of a certain brand utilised to communicate its mission with the world. Brand identity encapsulates your company vision by portraying in a method which is understood and mainly embraced by people. If you thought about how you like people for perceiving your brand you want to define the elements which show a distinct tour-de-force.
Is It Important?
As per studies, millennials are going to place just loyalty discounts upon authenticity while picking the brands for subscribing. More advancement over technology has made sure that customers could pay very close attention to their favourite brands by social media platforms and the internet. A brand is never authentic can be discovered out, this could be very bad for companies.
It can steer down sales. So, an inauthentic brand can easily use consumer trust, reputation gets damaged and decreases the chance for getting success in your certain goal it set out, in the very first place. So, a brand with a value promise and with experienced ones could easily impact. Your brand life cycle will be longer than those products. Few qualified that authentic brands possess:
- Treating your consumers with respect.
- Offering high quality
- Promised delivery
- Securing consumer privacy
- Being real and genuine
Then How You Can Create an Authentic Brand Identity:
It is highly rewarding for setting up an authentic brand by doubting that you can position your brand for leading the pack. Here’s how you can do this process?
1. Shape Brand Personality
Before thinking about how to represent the brand to the world, place yourself in brand shoes. What does it mean? Let me tell you briefly.
If you are going for a job interview. Do you wear pyjamas and sit recklessly before the interviewer by throwing your certificates on their faces? It’s just a dream and mostly happens in movies. In a real-life, you wake up early, prepare for the interview, know the job position, about the company and explain why you could be beneficial for the company.
In the same way, your brand needs express with different features. How to do that?
- Prepare Your Story
What made to start your business? What do you like to achieve? What could you provide to the community? A brand story is a linchpin of creating an authentic narrative which resonates with consumers. If you know answers to those and engage them with consumers your consumers likely feel a connection with your product.
- Explain Your Core Values
The potential set of values shapes culture built across your brand and price you care about it more than your sales. Either it can be a commitment to your consumer’s vow or success for selling high-quality services, attain overarching purpose and give integrity to the brand. Adorn brand assess along with traits which embody values and ensure every aspect of the brand are in line or sync.
- Know Your Consumers
Attaining acquaintance with your consumers is a vital part for building a brave identity. Describe your target market and think who is the finest audience for your business. Find how people respond to your unique fund of communications and design and write what prompts users to trust and communicate.
- Define Brand
Ensure you are doing better than your competitors by performing market research which is our best way for discovering and knowing what works best over the market. Maximise your knowledge for taking inspiration from competitors while assuring you make original and fresh. SWOT Analysis is the best way of doing this.
2. Offer Quality And Keep Promises
Not every brand keep their promises they generally state not all engage and not much place the consumer interests upon their own. Brands in the top 100 kids will maintain and improve their product quality by year to year. As you can see if you search for the best authenticity brands you can find tech companies in most of the top spots.
Tech brands blend the excitement of making our life easy which offers trust in every person’s life. When Microsoft itself weakened by the launch of vista operating systems, Microsoft found why it made consumers down and concentrated on finding to make the wrong right. So they went back to customers and started a global study displaying what the brands meant in their lives. Microsoft means to access, chance, connecting a full blend of possibility and strength. Here the ideas is to stock people needs and expectations from your brand, then serving upon your promises. What you want on the ground speaks more than your marketing dollars could.
3. Communication Creates Emotional Connections
Do you have any brands that you can’t leave them without it? Why do you feel it beside you are connected to that brand? Winning brands have good pain to engage with consumers which feels personal. They view themselves as a generative part of consumers life what every marketing message customized for them. These brands nail localisation, marketing, devoted websites for multiple countries and defining as the local brand being a global brand.
4. Be Honest
Your brand will be authentic if consumers discover you aren’t living up to your promotional standards. You couldn’t create ending exploitation your reason, then sell services created with child labour. If consumers found that you are less than truthful. You need to admit that you have done wrong. Own up to your mistakes which make consumers believe you more. You are showing vulnerability which makes you authentic.
5. Be Available
Nothing creates authenticity quicker than actually being available for communication when your brand community needs to have them. Social Media access to get an honest conversation with consumers is beneficial. If you are the brand which chats daily with people they will know that you take care of your community and people, even if you said something to others could make others to talk with you the very next day.
Be real, realisable, respectful which people can perceive your brand and authentic brand. Remember finest brand serves the consumer. True authenticity doesn’t make in a day. It takes time which will be worth it.