Now more than ever, consumers are demanding authenticity from the brands they follow. In fact, research has found that this is the most important factor for nearly 90% of consumers when deciding which brands they like and support. This is particularly important for millennials and Gen X audiences.
Honest, transparency and trustworthiness are among the top qualities brands should be aiming for within their branding and messaging. But it’s not enough to pay lip service to authenticity, as consumers can see right through insincerity.
So, brands need to learn how to walk the walk. They need to define their core values and stay true to them – then figure out how to leverage this within their marketing.
How to be authentically authentic
It’s no easy feat to win over today’s sceptical customers, who can sniff out greenwashing, ‘purpose washing’ and phoney claims a mile away.
You can’t fake it. And there’s always the risk of overpromising, drawing extra scrutiny on every move your brand makes. It’s easy to set out with the best of intentions, then get caught out breaking a promise because you set the bar too high. Needless to say, this can turn into a PR disaster.
Take this famous example as a warning. When the clothing brand H&M launched its new Conscious collection, it aimed to position itself as an environmentally aware and sustainable retailer. The products in the line were made from supposedly sustainable materials such as organic cotton and recycled polyester.
However, research found that a huge 96% of H&M’s claims were either misleading or unsubstantiated. In fact, the products in the Conscious collection were found to contain even more environmentally damaging synthetic materials than the ordinary clothing line.
Bridging the authenticity gap
The most critical thing for brands to do is to bridge the authenticity gap. This is the gap between what your company says and how it behaves, and the expectations of your audience (your reputation). These need to be aligned in order to hit those lofty heights of authenticity you’re aiming for.
You need to meaningful engage with the four key components of authenticity:
Continuity – your brand is always faithful to itself and its core values
Credibility – the brand has built trust with its target consumers
Integrity – the brand cares about its customers and takes responsibility for its actions
Symbolism – the brand supports and empowers customers in being true to themselves.
You can even check in on how your brand is performing across these criteria in this Perceived Brand Authenticity Scale (PCA Scale).
Starting points
So, how do you start rebuilding your brand image? It’s a big ask, and change won’t happen overnight. But here are some ways to get started:
Rework your mission statement – define your purpose and what values you want your brand to embody. When doing this crucial work, take the time to find out what matters to your target market too.
Finesse the art of storytelling in your marketing – this is the most powerful way to connect to your audience and show the human side of your brand.
Use more user-generated content – research has found that nearly 60% of consumers believe it’s the most authentic type of content.
Build your credibility – turn your brand into an expert in its field, one that prioritises problem-solving and providing valuable solutions for your audience rather than selling to them.
Develop an authentic, trusted brand image with our branding and marketing experts here at Nextgen Marketing – get in touch to find out more.
