Brand Authenticity Service & Consulting
Brand Authenticity Brand Authenticity has values and morals and stands by them no matter what while honestly divulging its practices (flaws and all).
In fact, the thing people most wanted was open and honest communications about
products and services. And that finding was consistent around the world.
There was a time when everyone generally understood that sometimes a business may exaggerate or even lie in their advertisements. Businesses employ spin doctors to present negative situations into positive ones. They downplay or forget to mention the negatives and focus on the positives—even if the positives are embellished or perhaps downright imaginary.
In the World Wide Web, such acts are prevalent too. You can have actors or even your relatives on your Video Productions pretending to provide testimonials as satisfied customers. You may also submit fake reviews extolling your business or your products and services.
That’s no longer the case, especially with the rising popularity of branding authenticity.
Branding Authenticity is about being honest about what you say about your business and your products and services. It’s about full transparency, so there’s no unpleasant surprise waiting for your customers. They already know what to expect, because you’ve warned them about the negatives.
This approach works, however, if you’re actually since about your company’s goals and are willing to work to achieve them. If you’re transparent about what you really want to do, then honesty will work for you. If you’re revealed as a hypocrite or you send out mixed messages, then the consumers won’t trust what you have to say. For them, everything you say will simply feel self-serving, and they won’t take your word for it.
Here are some ways to inject some authenticity into your marketing efforts.
♦ Let honesty become part of your brand identity. Don’t overstate your case and say you’re the best when you’re not. Don’t promise a lifetime warranty or guarantee when you don’t’ have any plans of actually honoring such a promise. Be open about your practices and your terms of service, and be transparent about your prices.
♦ Actually mean what you say in your company motto and your company goals. Your company’s aims are usually about doing right for the consumers in some particular way, and you should stay true to that or else change your company aims. If you’re portraying your company as a firm believer in the environment, then don’t just limit your efforts at recycling.
♦ Personalize your marketing. With so many advanced marketing tools at your disposal, there’s no excuse to not trying to put in some personalization in your marketing schemes. You can find out through surveys and accumulated data numerous facts about your customers, so in your mail marketing you can at least greet them by name, congratulate them on their birthday, and show ads that are relevant to what they’re usually looking for.
♦ Keep calm when responding to negative publicity. The United Airlines fiasco regarding a bloodied man they dragged off an overbooked flight seems like a manual on what not to do regarding offering a coherent message. Now your company may not experience such a PR nightmare, but it’s certainly possible that you’ll encounter a negative review in your website, on Amazon, or in forums. You can respond within the same platform with a clear message addressing the complaints as courteously as you can. You really shouldn’t engage in pointless insults—it doesn’t help your brand as other customers may be afraid that they’d be next if they also complain. They’ll just avoid your products and services instead.
If you’re not being true in your marketing efforts, consumers will act as watchdogs and everything you say next will be suspect and closely checked. But if you’re honest from the start, then customers can become your most loyal advocates and be more willing to forgive your honest mistakes. In the end, the old saying—honesty is the best policy