There’s a change in the winds of modern marketing, and its name is authentic branding. With the overabundance of information and false advertising nowadays, it’s unsurprising that this fresh approach based on sincerity is taking off. 

Authentic branding is about companies keeping true to their brands, setting out values for themselves and staying honest to them. For entrepreneurs and business owners, it’s about being the same person both on and offline and maintaining consistency across all social media platforms. 

In the past, businesses have relied heavily on recreating content that already existed and been well-received, irrespective of whether it reflected their mission or values. This isn’t the case anymore, as it’s proven to be an unsustainable brand management strategy that leads to low exposure and customer retention. In addition, evidence points to 90% of consumers rating authenticity as a deciding factor in where they shop is also killing the idea of businesses simply trotting out products and promises. 

Nowadays, people judge where they’re going to take their business based on whether or not the company is honest about its mission statement and values, has transparent policies, and puts stock in clients’ emotional well-being. If a business doesn’t have these things, it cannot be called authentic. 

Despite this movement towards authenticity, few businesses have leaned into it as an actual marketing strategy. Being authentic requires being vulnerable, letting people in to see what kind of person or business you truly are. Even today, when society is beginning to recognise the inherent strength in vulnerability, people hesitate to commit to it in their business strategy fully. It involves putting oneself out there, warts and all, and it’s intimidating. But that’s what makes it effective – and boy, is it effective. 

Nine out of ten consumers are willing to reward a brand for its authenticity. They’ll do things like support it on their social media accounts, share their experiences with friends and family, post positive reviews, and even become brand ambassadors. In this situation, the pros far outweigh the cons. 

Another massive pro that comes from putting authenticity at the centre of your brand management is the community. Building a following is much easier when you believe in what you’re saying. It attracts like-minded people who agree with your messages and understand your goals. Having the support of the people – your people – is key to the success of businesses in the modern-day. 

So, how does a brand become authentic?

It starts with acknowledging the importance of relationships in the business world – something often overlooked when building a company. Other people, and how you and your product will affect them, should always be at the forefront of authentic brand management. Starting off pushing your products and offers doesn’t cultivate the community that authentic brands do. Instead, open with who you are, what motivates you, and how you want to share it with the world works far better. 

There are five key components to accomplishing this and creating an authentic brand: continuity, credibility, integrity, engagement, and support. Properly incorporating these elements into a company is what helps it walk the walk. 

Continuity:

Continuity is all about consistency from a brand. Establishing values, mission statements, policies, and goals should be the priority when setting up a business, followed by ensuring they align with each other. A brand deviating from pre-established purposes will make consumers question its authenticity and their loyalty. 

Credibility:

Demonstrating credibility is done by backing up everything that the business claims. Does your advertising boast the best-scrambled eggs this side of the city? You better have good eggs. Do you promise a six-figure income to your clients? You have to deliver. If you cannot back up your honest claim with honest actions, the business won’t go anywhere, and it loses credibility. So stay true to your consumers and your word. 

Integrity:

Integrity comes from sticking to the parameters you’ve set out for your business, no matter what. More importantly, it’s showing through your brand management that you care about your customers, and take responsibility for them and the influence of your company’s actions. Brand integrity demands that when there’s a mistake, apologise and fix it instead of covering it up. This display of commitment garners a better reaction from audiences, as well. 

Engagement: 

Encouraging interaction between consumers and the brand, and connecting through stories relating to the brand’s mission, are the best engagement strategies for an authentic business. Social media presence impacts engagement as well, and for maximum involvement, follow the 70/30 rule. Have the majority of your posts offer value and entertainment, and the remainder consisting of promotional material. 

Support:

Support consumers! Support them before they try your product, support them during, support them after. Having a brand that holds a safety net under customers increases loyalty and boosts your brand authenticity. Showing the humanity behind the business gives customers something to believe in, especially if your company chooses to take a stance on current issues. That kind of support does not go unnoticed. 

Becoming an authentic brand is the way forward for companies in the 21st century.