Why authenticity in branding matters more now than ever Part I
All signs point to a rising need for brands to say and act as they truly, really are. Consumers’ demand for transparency and genuine connection continues to rise, even as artificial intelligence (AI) and virtual reality (VR) are becoming part of daily life. A brand whose strategy does not include authenticity and the checks and balances needed to stay honest risks losing trust and gaining skepticism. The following pages take a closer look at how brands can identify who they are and build a brand identity and strategy that upholds these truths.
Our philosophy on successful brands is centered around achieving trust through reliability and delight. This means that only when brands can be real and are consistent in that behavior (reliability), and they combine that with an intentional effort to engage and insight emotion (delight) in customers… Only then can they build lasting trust.
Trust = Reliability + Delight
What is authenticity in branding?
Any CEO or internal brand manager is likely to say their brand is authentic. Ask an employee or (former) customer and there’s a decent chance you’ll be told something quite different. It may not be anyone’s fault; as companies evolve and leaders change or products change, who the organization is at its core and what it stands for can easily get lost in the shuffle. This can lead to inconsistent customer experiences and messaging, or worse–brand silence.
Authenticity in branding involves a genuine alignment between a brand’s identity, values, and actions. Establishing a clear understanding of authenticity lays the foundation of the brand, which needs to be built using a top-down approach. From the CEO to the cashier, the digital ad to the retail store, every person and touch point needs to believe in and live the brand identity. Anything less creates doubt.
Why consumers crave more authenticity
There are several reasons why the concept of authenticity in branding is trending in the industry. The most obvious being that the expectations of consumers have evolved significantly. This is largely driven by increased access to products and information thanks to technology. At the same time, technology has led consumers to having a deeper desire to build more meaningful connections with the brands they buy from. In many ways making this connection is especially hard given the number of choices consumers have–at their fingertips. Furthermore, the influence of social media, the rise of the conscious consumer, and the demand for highly personalized experiences leaves buyers craving a relationship with brands who know them and share their values.
We’re just going to say it: gaining the trust of your audience is still the ultimate goal. Earning it is much harder than keeping it, and as companies evolve (including changes in leadership) maintaining the behaviors and values that built that trust can be difficult to maintain. Consumers are more likely to trust brands that demonstrate transparency, consistency, and a genuine commitment to their values. It’s not as much what they say, rather, a brand’s behaviors across every touch point and inside the company itself are what matter most. Brand storytelling, ethical practices, and meaningful customer engagement contribute to building and reinforcing trust.
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