Companies have been aware for decades that integrity and genuineness will help them find and retain loyal customers. This is because the inverse law of authenticity states that more casual concepts become less authentic.
Out of all branding principles, being authentic is one that endears a company to its customers because a genuine equates to credibility as well. Likewise, the stable connection between the business and its customers is the essential mark of their authenticity. There’s no question that brands that are genuine and authentic outperform their competitors. Because of this, companies that are trying hard to catch up in this every-changing society must follow suit.
What does it mean to be authentic?
It’s best to answer this question by looking at a brand as a person. An authentic person stays true to their persona and principles, whether in private or public. Their actions also reflect their values, and they remain true in any situation.
Applying this sample principle to brands, every company should know their core purpose or a proclamation of why they exist, aside from making money. A brand’s fundamental purpose is integral to its brand compass, and authenticity makes them look and act in ways that reflect their central vision.
What is the most effective approach for brand authenticity?
One approach is to conduct regular audits on different touchpoints to ensure that they are linked to the core purpose. However, while that plan can be a tedious and ineffective method, another powerful strategy to improve authenticity is to have stakeholders change the way they perceive the brand.
Simon Sinek’s book “Start With Why” reveals that people buy based on the reason you create products and not the different variants that you create. That’s why Apple’s vision of a better future with technology at its core has allowed them to sell several smartphones and computers.
Aside from anecdotal evidence, biological principles support this reality because the brain’s limbic system drives human decisions. This system dictates loyalty and trust based on emotions when a brand’s actions connect positively to its core purpose, and this aligns with the customer’s primal motivations.
This truth is that successful companies relate to their customers with messages that start with what drives them to perform their business instead of what they offer. After all, most people hate the feeling of getting sold to and the “why” is the most relatable element of their correspondence. It also separates their proposition from other companies. The “why” is the start and end of brand authenticity because a company that develops customer engagement and satisfaction from their core purpose is a truly authentic brand.
Easier marketing campaigns
In the long run, a company saves money on marketing campaigns by making their brand’s authenticity effortless and seamless. However, a business cannot fake being authentic because customers will notice whether or not they are staying true to their core purpose.
If you’re not delivering a brand experience that meets the criteria above, you’re doing more harm to your business. Customers will call you out, and it will be hard to regain their trust and to bounce back from being inauthentic.
If you are having a hard time finding the “why” of your business purpose, a marketing agency can help you find your authentic message. Their extensive experience makes them experts in crafting a company’s positioning to deliver compelling campaigns.
If you are looking for a great branding marketing agency in Cambridgeshire, England, get in touch with us today to see how we can help.