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.
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.
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.
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.
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