Customers care about brand authenticity, especially in our digital world. While it may seem easy to appear authentic, if it’s not true, customers will know. Ease their concerns by pulling back the curtain and showing the real people behind your brand.
Additionally, your content should align with your brand's identity and values. Getting this right is important for targeting and connecting with your audience as well as for rising above the noise.
These guidelines will help you determine your brand voice and how to showcase it, putting you on the right path towards creating an authentic brand.
1. Look Through the Eyes of Your Ideal Client
Build a brand that starts from the needs and desires of your ideal customer. The only way to connect authentically with their community is to find out what is important to them, who they are and what they value. This is how you will understand their lifestyle and become part of it.
Amplify your authentic image by developing a brand narrative around your ideal client. Effective and consistent brand messaging is not only critical to your company’s reputation, but it also increases brand recognition and helps establish how you are perceived in the marketplace.
Your brand story is what will separate you from your competitors. Strong brands have a relatable mission behind them, whether it’s something simple like doing well by doing good, or something ambitious like helping underprivileged youth in their community.
Check out our blog "3 Ways to Enhance Your Brand Message" for tips to help create a stronger image that resonates with your audience and supports your business goals and desired outcomes.
2. Show Who You Are and What You Believe
Identify who your spokespeople are and who will be the best representatives for your brand and thought leadership.
Having strong thought leaders and subject matter experts out in the media spreading your brand message, philosophy and values will build credibility and ensure that sense of trust.
Communicating your values has never been more important. We preach this internally at JConnelly. Our own values are based on taking care of our team and encouraging them to support one another. We know that if our teammates feel valued and supported, so will our clients.
3. Create Real Connections
Building a community based on authenticity starts with making meaningful connections. Pull people in by telling stories, driving conversations and addressing customer needs and interests.
The goal is to create long-lasting relationships with your customers by giving them a voice and letting them know you are listening. One of the best ways to do this is through social media platforms.
Social media allows you to have a direct line of communication with your audience while maintaining that human touch. Depending on your brand’s goals, LinkedIn can be a great place to start as it provides opportunities to inspire with compelling content, showcase your brand style, inject a bit of humor and reveal your personality.
Building an authentic brand is an important factor for helping your business be successful. When you put honesty and authenticity at the heart of your business, it becomes that much easier to uphold your brand’s mission and purpose.