With digital marketing bringing brands closer to their audiences, most consumers now expect a certain level of authenticity in their communication. Knowing more about a brand’s inherent values often inspires consumers to open their wallets, which is why it is essential to not only come across as reliable, but also real. Though every brand has a certain vision and mission that powers it, building brand authenticity is often harder than it seems. However, no matter how many roadblocks you encounter, it is imperative to push forward and strike that chord that resonates with your audience.
Let your vision statement guide your communication
Creating a vision statement is crucial for not just guiding the growth of your company, but also ensuring that your communication follows a set pattern or standard that consumers begin to identify with you. For clarity, think of how consumers today now associate exclusivity and FOMO with iPhones and Happiness with Coke. You want a similar sense of recognition for your brand, no matter what product you’re selling. To create a vision and establish a strong brand voice, you should:
Identify your why
Why you do what you do is just as important as how you do it. Let your reason work as a basic foundation for your brand’s voice, and you’ll be on your way to creating authenticity.
Describe the how
Is there a special process you use to create your products or offer services? Use that to differentiate between yourself and your competitors.
Explain your goals
If you have an overarching goal for your brand, it needs to be a part of your communication. Rather than simply stating your goal, however, you can focus on sharing content that makes the change you want to bring about clear.
Define what you’re against
Often, a brand’s moral compass serves to be a great tool for establishing authenticity. For instance, if your products are made with vegan ingredients and your brand is against animal cruelty, these values should be a part of your communication.
This vision statement must be a part of every marketing effort set in place for your brand. The consistency in each creative, post, and video you share will cement your brand’s voice and establish authenticity.
4 Essential Aspects That Impact Brand Authenticity
Consumers think of brands as authentic when they reveal certain parts of their story – in this sense, committing to a brand’s product is not very different from forming a relationship with another person. When people ‘open up’, they allow feelings of trust and likeability to grow. The same holds true for brands. Therefore, to create brand authenticity, you must talk about:
- Your brand’s story or narrative (what got you here)
- The benefits of using your products over others (why people should invest in you)
- The differences between your products and your competitor’s offerings (what makes you better)
- Your own passion for the brand (why people should care about you)
With consistent communication, you can ensure that your consumers begin to associate specific values with your brand and think of it as one that’s authentic.