Updated: Feb 26
Having an authentic brand is important to the vitality and success of your business. But how do you know if your brand is authentic? What does having an authentic brand even mean?
Brand authenticity is giving your customers a reason to care about your business and your company which is very important, especially to Millennials and Generation Y according to an article in The Economist.
But how do you know if your brand is authentic?
According to Revel Systems, a business management system company, there are four questions businesses must ask themselves to make sure their brand is authentic.
Is your brand faithful to itself? Do you have a consistent message that stays relevant through changes in your industry?
Is your brand true to its customers? Do you fulfill promises you make to your customers?
Is your brand built on integrity? Is the mission of your business based on moral principles and does it stay true to its values?
Does your brand add meaning or create value? Is your brand important to what people care about?
Your brand needs to have a level of integrity, honesty and transparency to build trust with your customers. History and heritage are an important part of being authentic. Showing your customers who you are and what you stand for goes a long way in gaining and building trust and loyalty with customers.
Making an effort to let your customers get to know you and your employees creates an level of intimacy. Creating short, fun bios of you and your employees not only shows your customers who you are, it can also create an immediate connection with them.
But why should you do all this work to make sure your brand is authentic?
In addition to simply reinforcing the amazing business you already know you are, it works! According to The Score Association, 63 percent of consumers say they are more likely to buy from a company they perceive to be authentic. And 91 percent of consumers around the world rank “communicating honestly about products and services” as the top influence on whether or not they do business with a company.
And the consequences of not being authentic can be detrimental to your business. Giving mixed or contradicting messages creates confusion and distrust among customers.
When customers feel like they are purchasing from an authentic brand, they feel like they are expression their own values and what is important in their own life.
Sites used as reference:
https://revelsystems.com/blog/2018/02/28/brand-authenticity-important/-- https://www.score.org/blog/what-authentic-brand-and-how-can-you-be-one https://www.economist.com/business/2015/11/14/its-the-real-thing