In the digital age we are all inundated with information and advertising so it is only natural for consumers to be seeking authentic and honest experiences from brands. It is not simply enough to offer a quality product or service, as consumers desire genuine and transparent experiences that allow them to feel good about the brands they choose to support. Indeed, when determining which brands to support, authenticity is a deciding factor for customers with a staggering 90% of individuals stating its importance. This holds true for all generations, all the way from Boomers to Gen Z and beyond.

So, what exactly is brand authenticity? Brand authenticity refers to the extent to which a brand is (or is credibly perceived as being) genuine, real, and honest in its mission, values, policies, and interactions with consumers. It involves cultivating an emotional connection with clients and aligning the brand’s reputation, actions, and messaging with the shared perceptions of others. By bridging the gap between customer expectations and actual experiences with the brand, companies can cultivate trust, loyalty, and credibility.

Brand authenticity comprises four integral components: continuity, credibility, integrity, and symbolism. Continuity refers to the consistency and faithfulness of a brand to itself and its values over time. Credibility involves being trustworthy and reliable in the eyes of consumers. Integrity means being responsible and caring towards customers, and acting with honesty and fairness, while symbolism involves supporting customers in being true to themselves and their values.

So, how can companies cultivate brand authenticity and grow their business? There are several key strategies that can be effective:

Be real and honest: This means returning to your roots and remembering the purpose and values that inspired you to start your business in the first place. By being transparent and genuine, you can cultivate trust and loyalty with your customers.

Connect with your audience through storytelling: People are drawn to real stories, and by sharing your brand’s challenges and achievements, you can cultivate an emotional connection with your audience and establish your authenticity.

Become a trusted expert in your field: By sharing your knowledge, expertise, and practical insights with your audience, you can establish your credibility and authority, and cultivate trust.

Be consistent in your messaging and actions: This means ensuring that your brand is consistently represented across all channels, and that your actions align with your values and mission. By being consistent, you can demonstrate to customers that you are true to your brand and its values.

In conclusion, brand authenticity is a decisive factor for consumers when selecting which brands to support. It involves being genuine, real, and honest, and aligning your brand with the shared perceptions of others. By following the targeted strategies discussed, companies can cultivate brand authenticity and, thereby, grow their business. Want to solidify your brand and reap the benefits of a wider and more loyal customer base? Book a call with one of our experts today!