Nothing turns off a consumer quicker than inauthenticity. Authentic brands, on the other hand, make powerful connections with their audiences. They earn a reputation for credibility through their actions and messages, and that builds consumer confidence and loyalty. For that reason, authentic brands develop relationships with their consumers that last.
However, brand authenticity takes work. Some organizations find it challenging to be genuine for a variety of reasons, including that it’s difficult. Consumers consequently often need to be convinced of a brand’s authenticity. At Fryed Egg, we help organizations work to be their authentic selves and build strong connections with their audiences based on trust.
Here’s how.
Know yourself
To be yourself you first must know yourself. We can help you pinpoint what makes your organization special, diving deep into your values and vision, and make sure that your brand reflects that. It is crucial that you can spell out those values as simply and clearly as possible, and that you understand the purpose of your organization so that it can serve as a common, unifying thread through everything that you do. In addition to understanding who you want to be, you must understand who you actually are -- and how you are perceived. That means empowering your team to tell you who you are -- no one knows an organization better -- and to find out how you are viewed by your key audiences. How well does that match up with who you want to be?
Be consistent
Without consistency, there is no authenticity in your audience’s mind. Inconsistency will lead your audience to wonder who the real you is. They will distrust you when you waver. However, when you can deliver consistent messaging that aligns with your core values, then you will win over your audience. They will recognize a brand that is steadfast. That consistency of messaging, tone and personality should infuse everything you do -- from marketing content to customer interactions. Establishing a branding package is an essential step. As part of your hunt for consistency, seek out trouble areas and pressure points where inconsistency might flare up from time to time.
Be open and transparent
An overly guarded, closed-off brand will never win the trust of its audience. Be as open and transparent as you can be to demonstrate your authenticity. That means following through on your promises, communicating clearly and fully, and engaging in dialogue with your customers in a variety of ways. Communication should never be a one-way street. Brands that seek opportunities for engagement with their audiences not only learn more about their customers but they allow their customers to learn more about them. They “let them in” rather than keeping them at arm’s length. In today’s digital age, engagement opportunities abound, such as through social media and customer reviews.
Be genuine
Messages that are genuine will always be the ones that resonate most powerfully. Strive for honesty in your message and be self-aware enough to understand when you are faking it. Acknowledge flaws when your brand has fallen short of the expectations that you and your customers have for it. Inevitably, all organizations will fall short from time to time, but people appreciate those who own their mistakes and demonstrate a commitment to continuous improvement. Choose platforms that you understand so that you can communicate fluently and honestly on them. It’s difficult to be genuine in your communications if you don’t understand the medium you are using. Similarly, if your organization chooses to wade into the public discourse on an issue, ensure that your stance is sincere and aligns with your values. People will instantly recognize if you are just trying to take advantage of a trend.
At Fryed Egg, we help organizations build brand identities that reflect who they are and then develop comprehensive marketing strategies to protect and advance those brands in the most authentic ways possible. If you want to see if Fryed Egg is the right agency for your marketing needs, contact us at (813) 478-0494 or [email protected] or visit www.fryedegg.com.