3 Ingredients For Building An Authentic Brand
We hear a lot of talk about brand authenticity these days. But what does it mean to build an “authentic” brand, anyway?
Authentic brands do their job in a way that’s honest, moral, and mission-aligned. And, since we’re in a world where 86% of consumers care about brand authenticity, it’s your job to build a lasting brand that people trust.
Nobody sets out to create a dishonest brand, but certain decisions, like limiting customer contact, will actually hurt your brand. Consumers want to give their business to brands that care: brands they can trust.
Authenticity and trust go hand-in-hand. Follow this checklist to engage authentically with your customers while growing your business.
Tip #1: Forge real relationships
Your customers are people, right? Treat them like it! There’s nothing wrong with being the human face of your brand.
Chat one-on-one with your customers on social media. Start building a community with Facebook Groups. Share videos about your work or personal life.
Your goal is to bond with people and build relationships. As a small business, you have your ear to the ground, anyway. Answer questions, start discussions, and remember details about customers’ personal lives. Take time to invest in your customers and they’ll invest in you.
Tip #2: Be consistent
Have you ever had a wild friend who dyed their hair every few weeks? While your friend probably thought salon trips were a hoot, their obsession with change probably seemed bizarre.
The same is true for your business. You can’t change your brand every month and expect people to see you as stable and trustworthy.
In your early days, it’s tempting to rework your brand again and again. But, at a certain point, you’ve got to stick with it. Customers need consistency, and if you change your name or logo every other month, they won’t trust you.
Tip #3: Define your “will” and “won’t”
Every business is different. What makes you authentically yourself is what you will and won’t address as a business. That comes down to your “will” and “won’t” statements.
For example, maybe your “will” statement is, “I will only use natural cotton in my products” or “I will only source Fair Trade coffee beans.” As a “won’t,” you could say, “I won’t discuss politics on my Facebook page” or “I won’t compromise on employee benefits.”
This helps you get clear about who you are and your true mission.
Customer service, pricing, and product features matter, but morality matters the most. Authenticity is an ongoing effort, and you have to keep working at it to be successful. When in doubt, let your morals and corporate mission light the way to true brand authenticity.