6 Tips On How To Build Brand Authenticity
If you're on social media, you've probably noticed the new marketing trend that audiences are both loving and demanding: brand authenticity.
We dive into why participating in this trend is essential for your business, and what are the benefits you can gain from it, as well. Click the button below to read that article!
Now we want to discuss how you can successfully participate in brand authenticity in a way that appeals to your audience. So here are a few tips you can use:
Tip #1: Be Consistent
This is a rule for social media in general. If you want to grow on a platform - be consistent; if you want to increase conversions - be consistent; if you want to increase engagement - be consistent.
This shows that consistency works.
Why does it work to create brand authenticity? Well, there are two ways:
The first is that it is a great way to showcase your brand personality. If you're consistent with a tone, with phrases, with colors, with designs, then your audience will find it easier to see who you are at your core because you don't change too much with each post.
The second is that a consistent brand always performs what they promised. If you post that you're going to provide donations with every sale, then you do it - that's being consistent (and that's being authentic).
Here are ways to ensure that you stay consistent:
Make sure your mission, values, vision, goals, and guidelines all align.
Make sure all your brand's interactions with your audience (whether it's you interacting with them, your employees, or your brand ambassador) are consistent with who your brand is.
Make sure all your content reflects your brand personality.
Tip #2: Be Honest About What You're Passionate About
There are so many worthy causes to commit to, and when it comes to your business, it's great to reveal which you're passionate about. For example, Empowered Social Media makes it a goal every year to give back to the community (like this scholarship we created for GCC students)!
So if you're passionate about something, be honest about it. Audiences gravitate toward businesses who share their beliefs, their values, and their causes. And the more real you are about what you believe in, the more it will resonate with them and the more authentic you'll appear.
Not sure what you're passionate about? Think about this question and let it lead you to the answer: what is the purpose of your business?
Tip #3: Interact With Your Audience
Being authentic means being human - and humans interact with each other. In the age of Twitter where you can see brands as large as Disney replying to people with as little as 100 followers - the days of businesses speaking to their followers rather than with have long since passed.
So if someone replies to your post, we encourage you to engage with them by either liking their comment or replying to it.
Other ways you can interact with your audience is by showing that you hear them. Here are a few examples:
hosting a Q&A
asking them questions about themselves or about how they like your product/service
listening to their complaints and adjusting your product/service accordingly
addressing pain points in posts
Tip #4: Show That You Have Accountability
As much as we don't want to admit it... everyone makes mistakes. Everyone, from individuals to small businesses to even big businesses. And one way to build brand authenticity is to address these mistakes.
This tip might make you cringe. You might be more tempted to hide your mistakes than broadcast them online.
However, apologizing about your mistake before someone calls you out on it can not only help you build brand authenticity, but it can also earn you respect for your professionalism and allow your audience to relate to you more because... well, we all make mistakes - and it's fine!
Tip #5: Remind Your Audience About Your Great Qualities
It's okay to brag on social media. If you just received a glowing review, let your audience see! It's a real experience that a real customer or client had, so sharing it won't diminish your brand authenticity.
In fact, it will reinforce it.
If you're posting about how amazing your products and services are, and how much you care about your customers' experiences, then it will be great for your followers to hear from others like them that you're honest in these posts. Not only are they more likely to believe their peers over a business, but their peers offer a more relatable perspective.
So don't be shy to scroll through your Facebook reviews, your Google reviews, your Amazon reviews, or even your social media comment sections to find some content to post.
And if you don't have reviews yet, don't be shy to ask your customers or clients for some. Many will be happy to speak about their experience!
Tip #6: Avoid Stock Photos And Start Posting Real Images
The temptation to use stock photos is strong, we know - but if you want to build brand authenticity, you need to show real people and places.
Here are some tips to build your photo gallery for social media:
Take photos of your workplace.
Take photos of your team.
Take photos of your products.
Take photos of your clients/customers (but ask permission first).
Take selfies.
Take photos of you work process.
Take photos of your community.
And don't worry if these photos aren't as well-lit and crisp as stock photos! Social media will appreciate the more authentic images.
Need Extra Guidance?
You've made it to the end of the blog! If you want some extra tips about social media or brand growth, feel free to schedule an appointment with Owner and Founder Jamie Cocco. We can walk through your social media, your website, your brand, and decide how you should move forward.
Click the button below to see which dates are open.
