In today’s post, we are sharing a few helpful tips on how to build an authentic brand. Read any marketing blog, and you’ll hear about needing to build your brand and communicate in an authentic way with your target market. This is more important than ever, especially if you don’t have the resources of the larger brands. What exactly does it mean to be authentic in business, and how can you weave this into your organization?
Why Is Authenticity Important?
As brands fight for attention in a competitive world, standing out is becoming more difficult. Instead of superficial marketing campaigns, the most successful businesses connect with their existing customers and target market differently. Consumers are more than willing to vote with their feet and their wallets if they feel a brand doesn’t reflect their own values. For example, The Trends Denim Workshop www.trendsjeans.com focuses less on pricing and more on the traditional production processes and commitment to sustainability.
3 Tips on How To Build an Authentic Brand
The easiest way to communicate your brand values is to engage with your audience in a more conversational tone. It will make you seem approachable and trustworthy. Many companies shy away from this type of marketing for fear of alienating certain audiences, but if these people don’t reflect your brand, they are never going to be as loyal as your real audience.
Don’t Fake It
Peppering your social media and website with buzzwords and virtue signaling will become transparent after a while. Saying what you think people want to hear isn’t going to work, and you’ll be unable to form connections with people.
How To Communicate
As with all of your marketing, consistency is key. Your brand message should be communicated at every step someone sees or engages with your company, including:
- Company website – your imagery and copy should represent your brand values perfectly.
- Social media – this is where you’ll do the majority of your one-on-one connection with your audience if you don’t have a physical store. There are many cautionary tales of brands who have misjudged a news story or attempted a joke that didn’t land. At best, this could be embarrassing; at worst, it could cause your audience to desert your brand.
- Employees – nothing reflects your brand more than the people who work for you. They need to know and believe in the values you are communicating with your customers.
A great way to ensure that your brand is communicated consistently is to create a tone of voice guide. Many people think they need to be quirky or disruptive, but that’s not always the case. People need to know what to expect from you, and constantly changing the tone of your communications can seem unprofessional.
Authenticity in your marketing doesn’t need to be difficult. After all, if it is truly who you are and what you stand for, it’s not hard to put across to people. It’s the same as being yourself around someone, it’s easy because you don’t have to think about it, whereas acting like someone you’re not will eventually become apparent to everyone.
We hope you have found this post about how to build an authentic brand insightful, and that you will implement some, or all of these tips to take your business to the next level.