Brand authenticity refers to the degree to which consumers perceive a service or product as real, original, and transparent. Every iconic brand possesses a unique essence. If it’s a product, it often reflects the core values of its founder. The founder’s inspiration and ethics are infused into the brand’s persona, shaping its identity. While a service or product may boast quality and strong sales, without authenticity, it risks being perceived as generic and disposable in the market. Profitability should stem from a genuine commitment to delivering value, rather than being the sole objective.
When Yvonne started her journey in sales and marketing working for a wellness company, she had a manager who always commented that she was not sales-oriented. Initially offended, Yvonne struggled with feeling inauthentic in her role, chasing numbers without a genuine connection to the product as the company’s mantra was “Numbers do not lie”.
She was disillusioned by her first job and almost hated marketing. She came off salesy to a point that the trade was making a dent to her dignity. It wasn’t until later that she realized the importance of finding alignment between herself and the product to truly advocate for it. Authenticity forms the foundation of a brand’s mission, vision, and equity, fostering connection and consistency with the target audience.
Now, let’s explore why brand authenticity is crucial:
1.Differentiation: In a saturated market inundated with products and services, brand authenticity sets a brand apart from the competition. Amidst the noise of digital advertising, an authentic brand captures consumer attention and influences purchasing decisions.
2.Identity: Each brand possesses a unique story, whether rooted in geography, culture, or psychology. The unique story is characteristic of the brand authenticity. Consumers resonate with brands that reflect their own experiences, fostering a sense of familiarity and trust. Never underestimate the power of “me too” and “from our own”.
3.Consistency: Authentic brands remain true to their core values, resisting the temptation to constantly chase fleeting trends. While adaptation is necessary, consistent brand messaging and experiences build integrity and loyalty over time. The brand may need tweaking to evolve with technology and generations, however rebranding should not be motivated by daily buzz.
I started using Vaseline Blue seal-pure petrolatum since I was born. As my senses picked up on the smell, the container shape, the texture and the great results my sensitive skin got from using the brand, I stuck with Vaseline. It will always be my go-to emollient because of the consistency the brand upheld. They may have made the curves of the container sleeker, but the content is still in its pure state.
4.Reinforces ideology– ideology is created by a group of people who share beliefs. It is the bedrock of culture pioneered by trailblazers who gravitated towards the same course. Culture is more solid than trends. People sharing ideology influence each other at the micro level to consume brands that align with their ideology. Before you know it, more people join the culture and awareness is spread through the most credible channel-word of mouth. A mind-sharing kind of marketing.
One of Gen Z’s ideology is “Staying Woke”. They are picky with the brands they consume and when they say “its not giving” then its not. You will find them purchasing jewelry with their zodiac signs inscribed on them, having water bottles embellished with affirmations. They will shamelessly leave an honest review and cancel knockoff brands.
5.Builds Brand Equity: Brand equity is cultivated through authentic engagements and experiences, leading to increased brand recognition and consumer loyalty over time.
In conclusion, brand authenticity is not only essential for building trust and loyalty but also drives sales and conversions.https://www.forbes.com/sites/forbescommunicationscouncil/2021/03/15/how-and-why-to-build-brand-authenticity/ When a brand’s purpose is clear and aligned with its audience, it naturally attracts leads and fosters meaningful connections, ultimately leading to business success.
Top 6 Personal Branding Revolutionary Trends in the Digital Era
insightful
True. In marketing, aligning the products with your values makes the experience worthwhile
I can relate to Yvonne.