Authenticity: what does it really mean?
The words “authentic” and “authenticity” quickly escalated from a buzz to a roar in marketing spheres over the past few years. While the terms themselves may be getting tired, ensuring your communications incorporate authenticity is still essential in connecting with savvy and ever evolving audiences. To help you cut through the noise, here are a few key places to start to ensure your communications hit home and ring true.
Know your brand story.
When you meet someone new, it doesn’t take long to figure out if they’ve misrepresented themselves. Social media and the availability of information have made it easier than ever for consumers to similarly discover the truth about brands. The best way to stay ahead of your brand messaging is to craft your story in a way that’s true and reflective of your values, culture and origin.
Tell your story through the appropriate channels.
Influencer marketing may have exploded in popularity in recent years, but like any tool, it’s only as smart as it’s user. You have an interesting story to tell, keep up the momentum by exercising diligence when selecting the spokespeople to tell it. Ensure the channels you use to tell your story share your values, reflect your image, and amplify your mission. When trying to get your message to increasingly skeptical consumers, selecting a spokesperson with a genuine passion for your brand over one with a higher following is most impactful.
Sometimes it may feel easiest to shy away from a tough question, comment or criticism. This is especially true when it comes through social media, which can feel more distant than a face-to-face confrontation. Our advice: be present and be thoughtful! Showing your consumers that you’re prepared to respond, even to tough questions, builds trust. Don’t forget to acknowledge their positive and neutral comments as well, as consistently using your voice keeps you top of mind.
-Emily Craig-Evans, Account Coordinator