If there’s one thing that can enable a brand to shine, it’s authenticity. Yes, you have to work on building authenticity if you want to gain exposure for your brand and take it to greater heights. What’s brand authenticity?
To put it in simple words, brand authenticity is being real and genuine. Authentic companies are pretty open with their mission and values. This is what helps them win the trust of their consumers. Transparent policies enable you to build a connection with your clients. Building authenticity enables you to meet your audiences’ expectations.
Building Authenticity: The Strategy to Follow
Every brand wants to build authenticity. But few manage to do so because they are unsure how to go about it. Remember, your clients want to learn more about your services. They want to ensure you can be trusted. You have to convince your clients you are indeed true to them. And this is easier said than done.
Of course, you have to be real and honest. This goes without saying. It’s pretty common for companies to lose sight of their values as time goes by. Building authenticity isn’t possible until you go back to your roots. You have to remember what goals you started your company with and if you are true to them.
1. Work on Your Brand Story
The first step to building authenticity for your brand is creating a brand story. Go back to where it all started. How did you create your brand? What was your goal behind it? It’s vital to be clear about your values and purpose to create authenticity for your brand.
What are the values that form the heart of your brand? What excites your team, and what are you guys working for? Your customers should get the answers to these questions via your brand story.
So start by writing a mission statement for your company. Explain why you are in this business and what you hope to achieve from it. Take a look at Amazon’s mission statement to get a better picture of how to create your brand story via it.
“To be Earth’s most customer-centric company where people can find and discover anything they want to buy online.”
This mission statement leaves no room to clarify the purpose of the brand. They are clear about their goals. And this is why they enjoy such a profound reputation. They have built a brand authenticity that few can replicate.
2. Reach Out to Your Target Audience
Building authenticity won’t bear much fruit unless it caters to the right people. No brand works for everyone. You must have a target audience that you want to attract. Try to understand what your audience is looking for.
This will enable you to decide how the tone of your marketing should be. You can create materials that will resonate with your potential customers. And you can develop your pricing model accordingly, too.
It won’t be beneficial if you waste your resources dealing with people who have little chance of being your customers. So try to reach out to people who will respond to your brand, who will hear your message and actually understand it.
3. Work on the Visual Identity of Your Brand
It’s not possible to work on building authenticity for your brand without any visual identity. You have to make sure your visual identity is a clear reflection of your brand story and target audience. When your customers look at it, they should be able to sense your company’s presence.
It’s vital to understand that visual identity is not the same as your brand. It should make people feel close to what your brand is all about. You can hire a branding professional or even a graphic designer for this purpose. Just make sure that the people you bring on board for this understand your brand story and target audience perfectly.
4. Make Your Employees Your Brand Ambassadors
No one can speak better for your brand than people who are a part of it. Everyone who is associated with your company in some capacity is a brand ambassador for it.
You have to make sure that everyone in your company is clear about your brand identity. They should know your company values, mission statements, and story. You have to ensure your employees realize what your company brings to the market.
And you can then have them spread the word as much as possible. This will do wonders for your company’s growth. Think about it. How much exposure will your brand get if all your employees promote it on social media?
If you are serious about building authenticity, you have to really get the word across. And for this, you have to repeat your message until it becomes etched in people’s minds. Of course, you have to be creative about it but with consistency.
Take Your Business to Greater Heights by Building Authenticity
Building authenticity isn’t crucial only for marketing. It’s highly beneficial for your professional development too. When you stay true to your values, you have a greater chance of standing out among your competition. It helps you grow and come up with fresh innovations since you try to cater to your customers’ demands without losing your individuality.
Remember, building authenticity can be tough at times. You might lose your way and get disconnected from reality. But this will also cost you your brand identity and, subsequently, your customers too. Don’t let things come to this point. Make your brand authentic, and your customers will inevitably be attracted to it.
