How many times have marketers been given the advice to “be authentic”?
Authenticity is a buzzword that seems to pop up in every strategy meeting or branding discussion. In fact, we’re constantly being told that authenticity is crucial, but what exactly does it mean, and why is it so important in our marketing efforts?
It might be surprising to know that nearly 80% of brands think they’re delivering authentic content, but only 37% of their audience actually agrees.
Keeping It Real
In marketing, authenticity refers to the practice of accurately representing your brand’s values, intentions, and personality. It also means being honest with audiences and true to yourself as a brand. Most of all, authentic marketing strives to connect with consumers on a human level, rather than relying on gimmicks or deceptive tactics.
5 Qualities of Authenticity
- Transparency. This means being open about who you are as a brand and what you stand for. Buyers appreciate businesses that are forthright about their goals, practices, and potential shortcomings. Increasingly, this is also extending into corporate social responsibility initiatives.
- Genuineness. Companies must do more than make marketing claims; they must have genuine intentions to provide value and solve their customers’ problems. This can often mean prioritizing your customers’ needs over short-term profits.
- Consistency. Authenticity involves consistency in messaging and actions. Your brand’s values and promises should be universally reflected—not just in advertising and marketing, but in your customer service, product quality, and all other aspects of your business. Inconsistencies can erode buyer trust quickly.
- Emotional. Authentic marketing treats customers as individuals, not just targets, and seeks to build meaningful connections. Instead of one-size-fits-all messages, authentic marketing tailors communications to the specific needs and preferences of the audience. It also taps into emotions, creating content and experiences that resonate with buyers on a personal level, making them feel understood and valued. (Read this related post on ways to build more meaningful relationships with prospects.)
- Vulnerability. This means admitting mistakes when they happen and striving to improve. Customers often appreciate brands that acknowledge their imperfections and actively work to rectify them, much more so than merely sweeping them under the rug.
Being Authentic Offers Advantages
Trust is the cornerstone of any successful relationship between a brand and its customers and prospects. Authenticity fosters such trust because consumers feel they can rely on your brand to deliver on its promises and act with integrity. To borrow a phrase, what you see (or read or hear), is what you get.
Authentic brands also tend to have more loyal customers, who in turn are more likely to become repeat buyers and brand advocates, leading to sustained success over time. To this end, 90% of millennials say that brand authenticity is key to them when they make purchase decisions.
A Long-Term Strategy
Authenticity is a fundamental principle that can make or break a brand and is often a key metric of success. But authenticity by nature isn’t cookie-cutter—it’s about finding your unique voice, intentions, and “truth,” and using them consistently across every message and interaction.
If you’re looking for assistance in identifying your brand’s voice and establishing greater authenticity in your marketing outreach, connect with us today. We can assess your current tactics and messaging, and get you on the right path to success.