Why authenticity in branding matters more now than ever Part II
Authenticity in branding begins on the inside, and at the top
Authenticity is not only external-facing; it begins within the organization. Much of the rebranding process focuses on clarifying who a company is and what they truly stand for. Gone are the days of sticking your values on a break room or lobby wall and calling it a day. Both employees and consumers expect companies to have a set of values that actually influence decisions and culture. Both want to align with companies that have a strong sense of purpose, and a growing number of both employees and consumers want to be associated with brands that have a strong plan for sustainability.
When leaders can articulate–and act on–their vision, and it’s shared by management and frontline employees, brands have a much higher chance of building a foundation of authenticity. Only when this is in place can the realness of the company be felt by employees. In turn, they’ll believe in and embody these values and share them in real ways with consumers.
Every touch point matters
To effectively build trust, brands must consider every interaction with the consumer as a touch point. During our rebranding process, Daake strategists create a touch point map with companies to help them identify whether or not their brand is being authentic or even showing up in each touch point. From online engagements to in-person customer service, each experience presents an opportunity to either strengthen or weaken the perception of authenticity. By having an honest conversation about these customer engagements, brands can begin to create strategies to improve and create a more seamless and genuine experience.
Rebranding, as a smaller evolution or a more significant revolution, is an incredibly powerful tool for helping companies clarify who they are and the behaviors that support it. This process guides organizations through each element of their brand and results in a robust strategy, identity and plan for the future. Methods for keeping brands honest and on track include everything from crafting compelling brand narratives and ensuring consistency in communication to delivering exceptional customer experiences. Ultimately, your brand strategy should be designed in a way that embeds authenticity into your brand’s DNA.
How can technology support authenticity in branding?
When done right, technology can be utilized as a tool for building stronger connections with both employees and consumers. It allows teams of people to communicate freely, especially in an era of remote work environments. It can also help companies improve the consistency of their internal communications. Additionally, as technology continues to shape consumer behavior and brand interactions, it’s imperative to consider how to utilize it for building trust with buyers.
From leveraging artificial intelligence (AI) for personalized experiences to inviting two-way dialogue between your company and the public, brands have an opportunity to harness technology as a way to reinforce authenticity and build trust in new ways.
Embrace your brand’s truth to secure your future
As consumers become increasingly discerning, brands that prioritize authenticity will not only meet current expectations but also future-proof themselves in an ever-evolving market landscape. Whether through comprehensive rebranding, refining communication strategies, investing in employee training, and leveraging technology, brands can take meaningful steps to be more authentic and build lasting trust with consumers.
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.