Authenticity Based Branding

For brands — just as for celebrities, politicians and anyone else in the media spotlight — scandals, PR mishaps and social media slip ups are nearly impossible to keep off the connected consumer’s radar. As a result, brands no longer have an option other than representing themselves honestly and transparently. 

"Authenticity is crucial to continued loyalty from fickle audiences."
Forbes

This clearly presents itself as a challenge for some marketers: They must navigate the latest and greatest means of meeting the customer where they are and ensure the messages they put out are both genuine and in alignment with their brand principles. 

Those that have embraced authenticity and transparency find consumers will do the marketing for them. Those that have fought it continue to struggle to regain footing with an audience who will watch their every move, waiting to pounce when the first signs of negativity arise.

As someone who has worked with business leaders from around the world to achieve better customer experiences, I’ve seen how a lack f authenticity can negatively influence customer perception — and how brands that are customer-first always come out on top. 

Remember that honesty remains the best policy

In today’s social media-driven world, news spreads fast. It’s all too easy to let the message get out of control without being able to effectively shut it down on your terms. So, invite your audience to be a part of the ride, changes and turmoil to humanize your brand. Don’t be afraid to tell customers that you’re working on improving a defective product or launching a new product that may not be fully baked. When customers feel like they were clued in, they will be more forgiving of any hiccups or inconveniences they experience along the way.

Be clear, direct and calm.

In the long run, taking the time to build an authentic foundation and a community of brand ambassadors will help establish and maintain this authenticity, even through turmoil.