Why Authenticity is What Matters?
People have made it clear to marketing experts that they don’t like the hard sell, especially when the tactics used are deceptive. In fact, younger clients have shown clear disdain for advertising in any form. This means your business is going to have to find ingenious new ways to market their products and services. It also means authenticity is valued above everything else.
What Does Authenticity in Marketing Mean?
In a nutshell, authenticity means honesty and transparency when it refers to marketing. Thanks to the digital landscape, transparency happens if you want it or not. Even businesses that choose not to embrace brand authenticity are exposed through the actions of others. Their own customers leave reviews of your brand on numerous sites from the Better Business Bureau to Yelp, providing others with brand info they crave.
Of course, consumers can always find out what they want to know these days. A brand that doesn’t embrace authenticity already has black marks against them. Consumers assume the company is trying to conceal something by not operating a more open marketing campaign. Resisting authenticity in marketing creates a negative image for the brand. This happens no matter how else the company may positively highlight itself.
The Four Principles of Authenticity in Marketing
Naturally, a marketing pro can help you develop a positive campaign that embraces the concept of authenticity. However, this is also something you can also do for yourself. By abiding by these four tenets in your marketing efforts, it should be rather simple to be known for authenticity. Put into practice, these principles can help you attract more consumers. In this way, you can demonstrate to your current customers that you embrace corporate responsibility.
1. Remember Honesty Will Always Be Appreciated
In every situation, you have an opportunity to embrace honesty or shy away from brand transparency. In the past, it may not have been wise to be completely honest with consumers. However, the opposite is true today. By sharing that a new product may not be perfect or that you’re working on improving an existing product, consumers may be more forgiving with your brand. This kind of honesty will be appreciated and will encourage greater consumer dedication.
2. Show That You Care
Everyone knows that businesses collect our data and use that information to market their products. If you can do that, it’s reasonable to assume that you can also personalize the experience for the customer’s benefit. If you can customize the shopping experience, it will make your customers feel valued. Of course, this will show that you take the time to understand what they want.
3. Don’t Try to Cater to Everyone
When your business tries to appeal to every type of consumer, it can come off as being superficial and fake. You must take the time to develop a brand image. In this way, the consumers who find your image appealing will be your primary consumer base. However, deviating from that brand image to appeal to a broader base of consumers can compromise your brand authenticity. Also, you must take care not to sour the love your existing customers have for the brand.
4. Accept That Mistakes Will Happen
Your business will make marketing mistakes and those errors will draw public attention. Seeing a brand fail is something the public loves to share. In fact, they will spread your mistake on every social media site, so there’s no hiding from the shame. What you can control is how your business responds. You don’t have to cave to public expectations, but you do have to pick a position and stick with it. For instance, if you choose to stand by an employee who may have inadvertently caused a crisis, then do so. Don’t fire that individual later as the result of media backlash. This only lends to the impression that the company’s integrity can be compromised and consumers won’t like that. It’s far better to stand your ground.
These tips can help your business develop a strong strategy for establishing brand authenticity. If you establish a philosophy and allow consumers to depend on it, you’ll earn a much better reputation. Consumers will value your business’ principles and know they can find honesty, integrity, and transparency in your company.