The Power of Authenticity in Marketing
There’s much to be said about the relationship between brand and customer. More specifically, brand authenticity is a wholly important aspect of your business, as customers want to trust in marketing.
According to a study by Sprout Social, 86 percent of Americans believe that transparency from businesses is more important now than ever. It doesn’t matter whether you are a dog groomer, vodka distributor, or a shoe retailer doing millions in annual sales. The image that you put out into the world should reflect who you are and the business you have built. If that image deviates from the core values you’re projecting into the world, the consequences can be damaging to your brand and business.
What Does Authenticity Mean?
Before we dive into how genuine brands stay true to their marketed image, it’s essential to establish what “authenticity” means in this context. Well, for starters, it implies honesty. To share the truth about why you do the work you do — and put out the product you create — implies that you are not lying to potential customers. Transparent marketing and consistent branding are huge in establishing your brand as authentic in the eyes of your audience. Maintaining that authenticity, however, is measured by your business practices and values as a company.
The phrase “power of authenticity” is used in the teachings of some of the most influential people on the planet: Oprah, Tony Robbins, and Brené Brown. And for good reason; as Brown says in her book The Power of Vulnerability: Teachings of Authenticity, Connections and Courage:
“The origin of the word "courage" comes from the word "cour", which means heart, and it means to completely share your story with your whole heart.”
How Can I Be Truly Authentic?
As marketers, we know the importance of infusing your message with heart. This translates into passion. Authenticity in marketing is an open and honest way to express the values held by your company. Communicate them to your audience directly in a number of different ways:
Tell Stories. Sometimes when we’re trying to sell something, it becomes the most important thing we do. But by telling stories and sharing insights, a company can also impart knowledge. Helping people should always be a major part of what you do.
Give Glimpses Behind the Scenes. It’s not necessary to share how the secret sauce is made, but customers love an inside look. Make it a habit.
Own Up to Mistakes. This can be a frightening concept—but today’s customer is savvy and does not like being misled. A sincere admission and an outlining of steps to make amends can win you many new customers and retain the ones you already have.
The Best Part? Being Authentic is Easy!
Here is the best part of being authentic; it is SO MUCH EASIER than trying to be something that you are not.
If a marketing partner ever comes to you with a pitch that makes you uncomfortable or does not match your business goals, it’s a sign that you may need to go in another direction. Always stay true to your DNA. One way in which we see this happen is when brands build a digital presence that does not match their offline persona. Another is when an established brand makes a wild and ambitious foray into a new market without clear guidance—and is DOA.
Perhaps you worry that marketing is, by nature, inauthentic; however, we assure you that authenticity in marketing is not an oxymoron. Marketing is about building relationships between your business and your audience. If your communication is inauthentic, it becomes difficult to establish a meaningful connection. When it’s done well, however, it’s no more inauthentic than any other relationship.
