Elements of an Authentic Brand
1. Relationships. Trust isn’t given immediately by customers. You earn it slowly over time by showing up and being the same brand day after day. Let people get to know you—and put in the effort to get to know them. Find your place in the community—and become part of it. Show them you care. Become present in your community and give back to the community. Show your customers that you’re in this together, for the long haul–and you’re not going to let them down.
2. Consistency. Make sure your brand story, values, and actions are aligned and you represent these same values day after day. Any significant change in your brand story confuses your customer and can break down their trust. Create a consistent brand voice and use it throughout all messaging, strategy, and actions.
3 Values. Authentic brands are very clear about what they stand for and uncompromising in their convictions. They are not swayed by the court of public opinion or what is trending that day. They are the champions of their cause. Holding tight to their convictions and purpose, the customer knows who they are and what they stand for. This integrity is what draws people to your brand and turns customers into brand advocates.
4. Conversations. A sales pitch is not a conversation! I’m going to say this one more time for the people in the back of the room…. A sales pitch is not a conversation! Don’t just talk about yourself! Social media is not just a platform to broadcast messages. Listen and engage with your customers. Ask questions, share interesting and useful information, and respond to their comments. Be a friend. Friends are generous with their time, and personal in their outreach. Did you know that 83% of consumers say they like it when a brand responds to them on social media. Keep the conversation going. (And did I mention: a sales pitch is not a conversation?)
5. Transparency. Never before have brands—and people—faced such intense public scrutiny as they do today. There is no hiding from the collective eye. In such times—and as it has always been—honesty is the best policy. Authentic brands are those brave enough to own their mistakes, and make amends when necessary. This sort of transparency is crucial to building brand authenticity. “Consumers trust what you tell them about the good, because you’re willing to tell them about the bad.” –Jill Dumain, Patagonia’s Director of Environmental Strategy